LONDON — Dundas World is spinning sooner than ever, with a string of latest class launches and a retailer set to open on Amazon, WWD has realized.
The style model based by Peter Dundas and Evangelo Bousis has damaged into classes together with activewear, loungewear, unisex eyewear and medical-grade, disposable printed masks in a bid to satisfy the mission of being a 24-hour way of life proposition.
Extra from WWD
The Amazon retailer will launch later this week and provide a number of loungewear, activewear, ready-to-wear and eyewear beneath the Dundas World banner. The brand new retail proposition will resemble the model’s e-commerce website, though it won’t provide couture, footwear or different equipment. The brand new eyewear might be unique to Amazon.
The brand new on-line retailer just isn’t a part of Frequent Threads or Amazon Luxurious Shops, a by-invitation-only platform that’s situated in a specifically designated part of the Amazon app. It’s extra much like what Adidas has on the Amazon website, a completely branded store that’s open to everybody.
“We’re tremendous excited — it’s the suitable time to open on Amazon,” stated Dundas, including that he and Bousis had watched on-line procuring rocket throughout lockdown, and wished to ramp up their efforts within the digital procuring area. “We haven’t stopped working all through these months.”
Dundas stated he’s at all times wished the model to be accessible and to achieve prospects the place it’s most handy for them.
“We began with the thought of the ’24-hour Dundas lady’ and now provide loungewear, activewear, clothes, hoodies and night robes. Now we have at all times wished to be a part of our shoppers’ lives,” Dundas stated. “Lockdown pressured us to revisit what kind of model we wished to be and what girls need and wish. And we wish to costume girls everywhere in the world.”
Dundas and Bousis had been very clear about how they wished Dundas World to look on Amazon.
“We didn’t wish to be a part of Amazon Frequent Threads so we created a Dundas World retailer with a luxurious feeling, an extension of our model’s web page. We wished to do issues our means, and have or not it’s accessible and accessible to everybody, with none particular membership.”
The model can be sticking with wholesale and can proceed to promote by means of shops together with Web-a-porter, Matchesfashion, Intermix, Simply One Eye, Selfridges and The Webster.
The opening of the Dundas World retailer additionally nods to Amazon’s ambitions within the style area, and its willingness to accommodate designers’ and types’ methods with quite a lot of retail codecs and approaches. Amazon has groups worldwide that work with the manufacturers, providing them instruments aimed toward driving visitors, conversion and model loyalty.
Final month throughout London Trend Week, Amazon Trend arrange a devoted digital storefront providing spring 2021 collections and archival items from London-based style labels together with Preen, Les Women Les Boys, Grenson and Teija. That individual venture was a part of the broader sequence of initiatives referred to as Amazon Trend Connects that sees the web retailer present assets, infrastructure and supply companies to rising and established younger designers and college students in Europe.
Requested concerning the Dundas launch, an Amazon spokeswoman stated, “At Amazon Trend, we’re constructing an inspiring and modern procuring expertise so prospects can store manufacturers they know and love, in addition to uncover new and rising manufacturers. We’re centered on being a trusted vacation spot for manufacturers of all sizes, to allow them to share their tales in a compelling means whereas interacting with our extremely engaged style buyer base world wide. We’re regularly rising our breadth of assortment and launching extra content-driven experiences.”
Dundas stated he’s satisfied that luxurious “will redefine itself” post-COVID-19, with prospects rethinking how they costume and reprioritizing how and the place they spend their cash. That’s one more reason why the model has been breaking into new classes, and mixing its new energetic and loungewear items in with the rtw collections.
Dundas’ spring 2021 shoot mirrored that simpler angle: The designer took to a marble quarry on the Greek island of Naxos, mixing up bicycle shorts, and different items from the brand new activewear assortment, with tailor-made items and clothes as gentle and ethereal as a summer season nightgowns. He styled these seems with dusty black fight boots or flat sandals in a bid to replicate his prospects’ extra laid-back temper, he stated.
In the meanwhile the Dundas World retailer on Amazon might be accessible within the U.S. solely, though the plan is to increase it to Europe quickly. The typical worth on the brand new website is $450, and Bousis stated the whole lot has been curated across the Amazon shopper.
He additionally identified the preliminary run of disposable masks bought out inside 48 hours of launch in early September on the model’s e-commerce website. “Think about what we will do with the Amazon buyer. We will crush this,” Bousis stated.
The masks are available in packs of 50 with 5 completely different prints every — together with animals, florals and geometric patterns — and are packaged in shiny black dispenser bins, bearing the Dundas World brand.
A proportion of proceeds from the gross sales go to UNICEF to assist entrance line staff. Moreover, the model has dedicated to donating masks to the LGBT Middle of New York of their assist of #BlackTransLivesMatter and The Artwork of Elysium basis, which supplies inventive workshops for youngsters in hospitals.
The masks value $99 per field.
For the sun shades, Dundas has inked a take care of L.G.R Eyewear for a limited-edition collaboration impressed by his personal assertion eyewear and tinted glasses.
Clients can nearly attempt on the glasses with a specifically created Dundas Snapchat filter which hyperlinks on to the Dundas World e-commerce website to buy. Dundas World x L.G.R eyewear retails at $510, and is offered solely on Amazon.
The glasses are handcrafted in Italy, and are a lighter weight model of Dundas’ unique glasses, all with a signature black body.
The lenses are available in 4 smooth tints that darken in daylight: grey, pink, gentle blue and a sporty orange. They’ve the Dundas World signature “D” branded in black metallic on each side of the body whereas the lenses are laser-engraved with the Dundas brand.
The designer stated he’s doing loungewear “within the endeavor to create garments for our shoppers across the clock. The print used within the capsule is signature Dundas, and is supposed to be worn with trainers or flat sandals.” Costs vary from $490 for a tank prime to $690 for a slipdress, pajama set or gown. Costs for the activewear line vary from $90 to $320.
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