BRIAN ATWOOD GOES ONLINE: Brian Atwood will unveil his redesigned and first e-commerce enabled digital flagship at brianatwood.com today, leading up to the opening of his Madison Avenue boutique later this month. The site — which will carry the brand’s full collections of Brian Atwood designer footwear and bags, as well as his contemporary B Brian Atwood collection — also has an invite-only section called the “Vault,” full of editorial content like a director’s cut from a branded film and behind-the-scene images.
Atwood said this portion of brianatwood.com will offer footwear at “hyper-luxe” price points that can retail up to a few thousand dollars. Users can click on the section to gain access, and an invitation will be e-mailed to them once they’re confirmed. Users can also view the designer’s film series, “Sex is in the Heel,” shop digital look books and engage with Atwood via a section he personally edits, featuring his inspirations and obsessions at the moment. The site was created in partnership with Palmer Schwartz Agency. “It’s like when slipping into a shoe — a woman should immediately go to a state of mind that conjures glamour. That same emotion is the underlying code to the store design and this new Web site,” said Atwood.
This story first appeared in the September 4, 2012 issue of WWD. Subscribe Today.