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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast