NEW YORK — If Net-a-porter pioneered content meets commerce online, then the Editorialist is a niche take on the model since it focuses on luxury accessories.
The e-commerce site, which officially launches today after a two-week soft launch, is billed as a top edit of accessories by cofounder and co-chief executive officer Kate Davidson Hudson. She said Editorialist.com will oftentimes carry the more “editorial” pieces that appear on the runway but never make it into production.
Hudson and Stefania Allen, the other cofounder and co-ceo, left their print posts at Elle as accessories director and senior accessories editor, respectively, several months ago to develop the latest addition to the luxury e-commerce landscape.
“You can shop most of what we editorialize. We buy into the pieces that we feel the most directional — whether up and coming or established. A lot of the pieces will skew more editorial, whereas the mass retailers might buy the lower heel,” Hudson told WWD of the venture, which has secured first-round seed funding from private equity.
The content-to-commerce site will see an update with a new story and corresponding product every three days, including tastemaker picks, designer features and trend stories. Azzedine Alaïa allowed Hudson and Allen into his archives and gave the two a preview of his collection during the Couture shows last month, and the interview and photo shoot are one of the stories currently featured.
Items for sale include Givenchy sunglasses with detachable mink, as well as jewelry from Bernard Delettrez, Lele Sadoughi and Kimberly McDonald. It’s the first place online to carry David Webb, which has also developed a small capsule collection exclusively available on the Editorialist. Hudson and Allen collaborated with Jennifer Fisher, the first designer to sign on with the e-tailer, on a custom piece — a $1,450 Brass Nail Toggle Link bracelet.
If the platform seems a little heavier on content than product right now, this is sure to change, according to Hudson, especially as pre-fall collections from Valentino, Aperlai, 3.1 Phillip Lim, Chloé, Kelly Wearstler and Balmain start to trickle in.
Hudson revealed that the site will open up advertising to “specific luxury houses” at the end of the month.
“We have an advertising sales director — in the same way that the site is highly curated in a luxury filter, we are going to apply that to advertising,” Hudson said. There is currently a team of seven, and she projects $500,000 in sales for the first year.
There will also be a concierge service where an associate can speak to clients about building an accessories wardrobe or creating custom pieces.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye