Tamara Mellon reveals namesake lifestyle brand

By

Anaïs Lerévérend

Published
Jul 31, 2013

Ex-accessories editor at British Vogue and co-founder of luxury footwear label Jimmy Choo, Tamara Mellon has plans to launch her eponymous brand. Since leaving Jimmy Choo and selling her stake in the company to Labelux in 2011, Mellon has been hard at work on her namesake line. Positioned as a luxury, feminine lifestyle brand, the label will officially launch in November with the opening of its online store, according to the Financial Times.

Aimed at the busy working woman, the brand will enforce the “buy now, wear now” ethos that will see coats goes on sale in September when they are needed and not in July as is the norm in the retail world. The line includes ready-to-wear, accessories and –of course – footwear and will be available to purchase on Tamaramellon.com from November and in two stand-alone stores in New York in London next year. After that, the label has outlined plans to push expansion and open 60 stores in the next five years.

While keeping a watchful eye over the creative direction of the brand, Mellon has enlisted the help of Char Pilcher as artistic director and former Liz Claiborne and Hudson’s Bay boss Fritz Winans as chief executive officer. The label is funded by private investors and Tamara Mellon herself, with some of the 90 million euros that she took away from the sale of Jimmy Choo.