Molly Goddard website

LOOKING AHEAD: Molly Goddard, the London-based designer who scooped the British Emerging Talent award at the BFC Fashion Awards earlier this week, is introducing e-commerce to her web site.

Goddard said she felt it was the right time to reach a wider audience. Until now, she has been working with a small, selected group of stockists in order to build brand awareness and give customers the opportunity to feel the pieces and to be introduced to her handmade techniques. The label’s current stockists include Dover Street Market, Browns Fashion in London, H. Lorenzo in Los Angeles, Club 21 in Singapore and Kuala Lumpur and Nordstrom across the U.S.

“We don’t have an enormous list of stockists, which has always been important to us, we like to build relationships with shops we really love and grow slowly. The only downside has been that a lot of people can’t get hold of anything, so hopefully we will be solving that problem with the launch of the web site,” Goddard said.

“We wanted to wait to sell online so that people could begin to see and touch the clothes first. I’ve always thought that’s important, getting a sense of the brand and seeing how they are made. Handmade processes are a big part of each collection.”

Molly Goddard's First Art Installation

An art installation by Molly GoddardCourtesy Photo

The designer carefully curated her new e-store to include a small selection of key pieces from the fall 2016 collection; “I selected my favorite pieces and also pieces that we think translate well online. The plan currently is to keep it small and personal and only sell a few select pieces, as well as some exclusive items,” Goddard added.

Nine pieces are currently online, including a series of girly, taffeta or cotton-poplin dresses with pleated panels and puffy long sleeves, as well as some of Goddard’s signature tulle pieces, including the “Jamie,” a baby-doll minidress with a multilayered skirt channeling the designer’s childlike aesthetic.

Prices range from 560 pounds, or $713, to 1,400 pounds, or $1,782, and the selection on-site will be renewed every four weeks.

Last month, Goddard also launched her first exhibition at London’s Now Gallery, which features an installation with six tulle dresses hanging from the ceiling and incorporates a communal element, encouraging visitors to interact with the artwork, by adding their own embellishments or needlework to the dresses.