Temperley London Spring 2017

LONDON — Alice Temperley is set to embark on a digital adventure today when she becomes the first London Fashion Week designer to sell clothing directly off the catwalk via a social media network, WWD has learned.

Temperley is teaming with Vero, the digital app and social platform, to deliver a trio of designs from her spring runway. They include a printed dress, embellished jumpsuit and an embroidered top, which will be available as a limited edition, exclusive to Vero.

Users can download Vero on their way into Sunday’s show, and as soon as the clothes appear, will be able to click and purchase via Apple Pay or credit cards. No one will be forced to link to outside sites.

Vero is a hyper-filtered platform that allows users to sort and prioritize contacts, create privacy settings and choose the quality of information — including film, music and video — they release and to whom. In some cases, they can sell products directly to followers.

Today will be the first time Vero is joining with a high-end ready-to-wear brand.

Cofounded and run by the billionaire businessman and entrepreneur Ayman Hariri, Vero is free and Temperley has already been using it to post mood-board style images, inspirations and campaign photos, comments and critiques.

She told WWD she was interested in making see-now-buy-now work for her. As reported, she had already experimented with a shoppable fashion film on Net-a-porter in 2014.

“See now — buy now [will never be] tangible for certain brands that are more artisanal. You can’t just be sitting on thousands of gowns that are worth over a grand, because that’s not the nature of our business,” the designer said.

“To be able to offer something, a taste of what’s coming, is really nice. What we’ve done is picked something that’s very evening and glamorous and sequined and then a day dress and then an embroidered top. If they like the brand and are excited for the show, they can take something away there on the day.”

Prices range from 695 pounds, or $922, for an embroidered top, to 895 pounds, or $1,187, for the printed dress and 1,695 pounds, or $2,250 for the embellished jumpsuit.

Temperley described her spring/summer collection as “very warm. Everything is slightly bright, but sun-faded, too. It’s sort of trippy, sort of celebratory and alive. And it’s definitely sunrise to dusk — a 24-hour Temperley tribe.”

Although Hariri has no plans for Vero to become a shopping app, he said he’s interested in working with any professional merchant that can provide a curated experience for the site’s users.

“The item can be as small as $1, or something for thousands of dollars. The idea is that [as a user] you go and see a real merchant with the power to deliver. That’s very important to us,” he said, adding that the products on the site are not limited to fashion, but can be speakers, headphones or even classic cars.

He added: “Social is the center of our universe. We want to give people just the right amount of tools to express themselves and allow for an interesting engagement between users and the brands and the people who they’re following.

“We’re trying to be the trusted platform for friends, brands and customers. It’s really about being part of that conversation and saying, ‘Hey, we’re here, we’re doing something different. Take a look at us and hopefully we’ll delight you.”