Brock Collection relaunches website with exclusive limited-edition online capsule
The husband and wife duo behind Brock Collection have relaunched their website and debuted an online exclusive four-piece black and white capsule collection called The New Originals, modeled by Carolyn Murphy.
The capsule contains four black and white dresses in lace, ruffles, jacquard and silk. The collection is meant to offer Brock's consumer a new take on the most popular core styles in a limited-edition run that will create interest and an aura of exclusivity for upcoming capsules.
Co-founder Kristopher Brock told Vogue that The New Originals is the first in a series of anticipated capsule collections that will launch exclusively online for the brand going forward. “We wanted to treat our e-commerce business more like an editorial business," he said, being careful to note that the brand does not want its direct-to-consumer business to compete with wholesale stockists like Barneys New York and Net-a-Porter.
Carolyn Murphy models all four looks on the brand's website, wearing, for example, the black ruffled Darwin Dress, described as a "love-story of flamenco" featuring the "sleek sophistication of the color black", and an intimate silk slip dress with Chantilly lace details.
The collection is strategically launching in anticipation of wedding season, and co-founder Laura Brock told Vogue that the goal with The New Originals is to connect "with those customers who have come to us asking for specific occasionwear."
Brock Collection's New Originals capsule ranges in price point from approximately $2,000 for the silk slip dress to $4,000 for a strapless Italian jacquard piece. The limited edition collection is now available exclusively online.
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