Tamara Mellon launches an online shop

It was only last summer that Tamara Mellon launched her eponymous line and already, her wares are sold at in top department stores like Bergdorf Goodman and Neiman Marcus along with luxury e-tailers like Net-A-Porter. Less than a year in, she’s expanding by launching an e-commerce site for the first allowing customers (US only for the time being) to buy the whole collections – a long with the monthly drops – all in one place.

As with everything Mellon does, the site is slick. The homepage features striking images of Dree Hemingway, not too dissimilar from the campaigns she used to create for Jimmy Choo or the type you’d see from Tom Ford. And it doesn’t end there because the user experience is just as good. Like Net-A-Porter, products are set against a clean, white backdrop in a grid, scrolling format and all of the images are beautifully shot, allowing you to see each piece from multiple perspectives.

It was always going to be interesting to see how the brand expands. Mellon is meticulous with details and, having taken a year off after leaving Jimmy Choo, really spent time looking at what people were already doing in the market and the ways in which to develop on that. But also, looking at what was missing and at the moment, there aren’t many brands with her price points (hers are slightly under the big luxury brands) that are offering such strong visuals and merchandising. On that note she’s definitely giving the big established luxury brands a run for their money.

And the there’s the clothes. Going against the established fashion schedule, Mellon releases weather appropriate collections monthly rather than on a seasonal basis to make sure that she’s offering clothes that you’ll actually want, and can, wear, when you buy them.

The e-commerce store is only the start of her expansion plans for the coming year. She already has her eyes set on stores in New York and London so watch this space.

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