Tamara Mellon to launch 'lifestyle brand'

Aimed at the busy working woman

Tamara Mellon, co-founder of Jimmy Choo, will launch her own eponymous lifestyle brand in November.

Aimed at meeting the needs of the busy, working woman, the label will feature ready-to-wear clothing, handbags and – of course – shoes.

Mellon, who parted ways with footwear giant Choo in 2011, hopes that her brand will break the traditional retail landscape by avoiding the customary fashion schedule of shows and instead focusing on the ‘buy now, wear now’ model. Instead of working in seasons, new pieces will be added each month.

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The collection will feature structural classics such as cigarette pants, jumpsuits and trench coats, along with a line of key basics that will run continually from month to month, all shown in small presentations just before going on-sale.

Prices will range from $295 for a cashmere T-shirt to $4,500 for a ponyskin leopard-print trench coat.

The Tamara Mellon collection will initially be sold online on a soon-to-be-launched website, with the first stand-alone Tamara Mellon stores planned to open in New York and London in the final quarter of 2014. Worldwide branches are set to follow within the next five years.

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