New York-based designer Ji Oh is launching e-commerce Friday. Oh, who is among the new crop of CFDA/Vogue Fashion Fund contestants, worked with Hugo & Marie Interactive on the site design, which features look book images of the merchandise and a mood board/collagelike background to give it a more intimate touch.  The site will launch with her fall 2016 collection on jiohny.com/store.

“I want to get close with my customers, and know who they are and what they really want,” said Oh, who launched her collection of women’s ready to wear in 2014. “We’re also selling pieces that weren’t picked up by buyers.” Oh’s collection is carried by Barneys New York, Harvey Nichols, The Webster, Weinstein’s, Redbird, Shin Kong Mitsukoshi and W Boutique.

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