Luxury fashion retailer Matchesfashion.com has teamed up with luxury womenswear designer Joseph Altuzarra for a summertime capsule collection. The line features five looks created in five fabrics, so consumers can have a chance to find their perfect silhouette as well as an ideal fabric and pattern. The whole collection is of shirtdresses, the signature look from Altuzarra, and they are the perfect addition to any summer wardrobe – as long as they stay in stock long enough.
“Last summer we had these beautiful [pieces] from Altuzarra that customers were fighting over,” said Ruth Chapman, founder of Matchesfashion.com alongside her husband Tom. “I had people crying over the phone because they couldn’t get their hands on them – and we had a few of them. We just needed more.”
Snagging an Altuzarra shirtdress is a prize to behold when they fly off the shelves so quickly (you could practically hear the devastating tears of the unfortunate caller Chapman mentioned). The initial dress that sparked this signature craze was a particular gingham shirtdress that was produced for the spring/summer of 2015. And so, this collection of exclusive Altuzarra shirtdresses in a variety of styles is an ideal outcome for everybody. Now, there’s no guarantee these looks won’t fly from the shelves just as quickly, but the chances do seem to be looking up for shoppers. Although when the line is initially released the mad-dash for grabbing up the first garments will probably be wild.
The capsule collection will go live on April 27, in an interesting presentation format. The online retailer is hosting its first ever “digital trunk show,” as they have called it, and Altuzarra’s shirtdresses will be a profitable showing for this new leg of business. Technology has been helping brands and designers reach a greater client base during recent times in particular, but the extent to which is can expand on e-commerce is uncharted as of yet. The digital trunk show gives customers an immediate connection when the line is released, and might invoke a deeper connection with the brand, in turn. The possibilities for further technology incorporation are virtually limitless, but that doesn’t make it any easier. Tom Chapman touched on some of the pros and cons of the system.
“I think one of our biggest challenges it to keep up with technology, but it’s also an opportunity. What technology can bring to you – that’s going to be the next big thing in fashion,” he said. So it’s a hard system to follow, but the outcome can be tremendous, especially when the product is such a hit.
The Altuzarra dresses will go on sale for between $1100 and $1700 on Matchesfashion.com.
Photo courtesy of Vogue