Jorge A. Cosano Launches Mobile-Friendly Menswear Shop École
Simplicity? It’s complicated. Take the ultrastreamlined, stacked product navigation of École, a new men’s wear Web site launching today that abandons the usual product grid to let shoppers scroll horizontally.
Simplicity? It’s complicated.Take the ultrastreamlined, stacked product navigation of École, a new men’s wear Web site launching today that abandons the usual product grid to let shoppers scroll horizontally, mix and match in-stock pieces and buy either complete ensembles or individual items.“We feel that the technology is so differentiated that we have created provisional patents,” said founder and chief executive officer Jorge A. Cosano.Cosano, who previously led L’Oréal’s U.S. new business incubator, set out last year to build a mobile-friendly shopping destination for midmarket men’s wear with appeal for thirtysomething “Henrys”: high-earning-not-rich-yet guys who are willing to spend a few hundred dollars on a staple clothing item, but stop short of consuming luxury fashion for fashion’s sake.Arriving at the appealingly spare site, whose responsive design allows the delivery of the same look and feel across different devices and screen sizes, required something of a paradigm shift.“Don’t think e-commerce, I want you to think about technology,” Cosano recalled saying to his team during development.Drawing inspiration from the user experiences of Uber and Spotify, the result, revealed to media this week and during a private media preview held at the company’s Bowery studio, bears a closer resemblance to Tinder than a retail shop. Easy-to-bypass, text-free images keep the initial emphasis on individual items from independent brands Siki Im, Public School, Patrik Ervell, Richard Chai, Robert Geller and Common Projects. Pricing and brand information only becomes available on subsequent product pages.“At the end of the day, guys want simplicity. What they are not going to do is spend Saturday afternoon going to Barneys trying to discover new brands,” Cosano said.Keeping the number of brand partners and product selection limited was a choice calculated as an alternative to retailers and e-commerce sites that overwhelm customers with vast product selections.Coming next, Cosano said he and a team that includes Wharton’s David Bell and Details magazine’s communications director Liz Keen as advisers are planning pop-up shops outside New York, as well as predictive sizing functionality that uses an algorithm to match customers to inventory in their size according to their measurements.
Yesterday, the Parisian fashion house @azzaro_official cut the ribbon on a temeporary retrospective at the wing of the Musée des Arts Décoratifs in Paris. The exhibition, which shows the lasting influence of the brand’s founder Loris Azzaro, is titled “Azzaro, Fifty Sparkling Years” and presents 50 looks. In it’s ’70s heyday, fans of the brand included Jane Birkin, pictured here, Raquel Welch, Brigitte Bardot and more. See more photos on WWD.com #wwdfashion
@trinaturk and @macys Inc International Concepts line are linking up on a collection for summer — filled with accessories, swimwear and shoes. The collection will also include a Mr Turk men’s line, both of which are the designer’s first entry into a more accessibly priced area. “It’s very world-traveler, gypset-inspired,” said Turk. The Trina Turk x INC line will launch on May 15th. #wwdfashion
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge