31 July 2013 by

Why We're Excited About Tamara Mellon's Eponymous Lifestyle Brand

When it comes to women living la vida glamorous, Tamara Mellon is without doubt, the queen cheerleader of glitz. So news that the co-founder of Jimmy Choo is set to launch her own eponymous lifestyle brand has got us pretty damn excited. From her sprawling Hamptons home to her frequent luxury get-aways, Ms Mellon is a woman who knows how to both work and play hard and the new line, due to launch this November, is set to reflect that 24/7 lifestyle.

First look at Tamara Mellon's Lifestyle Line, courtesy of US Vogue

Offering solutions for the working women, the new collection which debuted in New York’s Pace Gallery this week, will include Studio 54-esque cocktail dresses, clean tailoring, and trenches with several day-to-night options. There will also be plenty of basics which will provide the core of the collection. Prices will range from £190 for a cashmere tee, to £2,940 for a printed trench coat. Accessories will also feature heavily with Italian made bags and shoes adding to the luxury quotient.  We are also hoping to see plenty of louche silk blouses and Mellon's signature leopard in the collection.

Tamara Mellon working her signature glamorous look on the red carpet

Ms Mellon’s plan according to the Financial Times will be to launch the collection online at tamaramellon.com and then to roll out two stand-alone stores by late 2014. The ambition is to open up to 60 international boutiques within the next 5 years. The brand also has plans to expand into fragrance, sunglasses, cosmetics and beyond.

While Mellon has no plans to show her collection on the catwalk, she will be hosting intimate presentations just before her wares go on sale. Mellon has also expressed a wish to drop garments into store when customers are actually searching for them. “I don’t know any woman who wants to buy her winter coat in July,” Ms Mellon told the FT, “We will sell ours in September.” Sounds like sensible thinking from London’s answer to Tory Burch et al.


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