Sacha Newall, the former head of sales and marketing at former premium
etailer has launched a new luxury women’s wear label under
the My-Wardrobe name. “Relaxed luxury at accessible prices, with a focus on
natural fibres and easy-to-wear shapes,” is how Newall describes the label,
according to Drapers.

The new brand, which offers “everyday luxury” pieces, such as silk
t-shirts, cotton tops and cropped cardigans in neutral, muted tones was
inspired from the “laidback glamour” of the Amalfi coast in the
1980s. Newall tapped Antonio Guarnieri, who previously worked with luxury
designer Emilio de la Morena, as creative director for the brand.

The spring/summer 2015 collection is designed to be under 100 pounds at
retail, with independent retailer Vanilla in Oxford being the label’s first
confirmed stockists. “We want to support our retail partners with fast
replenishment and no minimum orders, and we won’t be selling directly or
online to compete against our stockists,” she said. “Because of our
manufacturing partner in the Far East, we can offer exclusive ranges too.”

The new label is back by investment from a Chinese manufacturing partner
Bruce Yin. The launch comes half a year after the etailer
ceased trading and sold off its domain name to the Net-a-Porter Group.
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