Online De Milo

New Frontiers

NOT content with an LFW return this season, Jasmine Di Milo is also busy expanding on other frontiers - launching an ecommerce shop. Founded in 2003, designer Jasmine Al Fayed has shown her Jasmine Di Milo collection in Paris since 2006 but returned to London Fashion Week this season before turning her attention to the online opening.

"Going online was about being more accessible, democratic and global with our presence," told VOGUE.COM following the launch. "We wanted to celebrate the woman we are designing for by giving her access to the Jasmine Di Milo universe and making her a part of the design and direction of the brand."

Users can shop by look, taking Jasmine's suggestions on board, and can save their own wish list in the site's "dreambox", which can also be shared with others (for that not-so-subtle Christmas gift request). The designer has also collaborated with domestic violence charity V-Day this season to create a T-shirt which is available online.

View the collection at www.jasminedimilo-shop.com.

A really nice collection, and it's great to see something that's quite high end have it's own ecommerce site, rather than sell from Net-A-Porter.com or Cocosa.com. It will be interesting to see whether there will be an increase in sales due to the collection being available online, but it will be hard to really calculate as their sales are most likely confidential.

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