FROM THE RUNWAY TO THE CUSTOMER: Beginning Nov. 2, will sell a limited number of spring 2012 designer pieces on its Web site, weeks before they hit retailers’ floors. Proenza Schouler will offer five long-sleeve T-shirts with a pattern inspired by its runway show; Eddie Borgo five gunmetal-garnet pavé pyramid necklaces, and Jason Wu five python bags. Rag & Bone, 3.1 Phillip Lim and Alexander Wang will also offer looks. Only one designer will be featured a day over six successive days.

“We wanted to launch this with the coolest young designers,” said editor in chief Dirk Standen. “They were all thinking about delivering things instantly themselves, so it’s a good fit from that standpoint.”

This story first appeared in the September 12, 2011 issue of WWD.  Subscribe Today.

The sale on will happen two days after its premiere magazine issue hits newsstands. “We’ve always provided immediate access to fashion at, but now we’re looking to fulfill what they want through e-commerce,” said Standen.

Edition01, a new luxury e-commerce platform, will work with to bring the collections to readers. Donna Karan, Thakoon Panichgul, Yigal Azrouël, Oscar de la Renta, Vera Wang, Narciso Rodriguez, Doo-Ri Chung and Prabal Gurung are among the designers who will be featured with exclusive collections on Edition01 separate from the offerings.

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