Not just a shop: Curated e-store launches

London – A new fashion-forward e-store is inviting known industry names to curate its selection of clothing, rather than simply letting the labels do the talking. In doing so, The Shop, launched by global avant-garde fashion network Not Just a Label, sells expertise along with its collection.

Not Just a Label, in effect an online showroom that showcases the efforts of new graduates and fresh talent, has lined up experts such as Robin Schulié of Parisian boutique Maria Luisa and Diane Pernet of cult fashion blog A Shaded View on Fashion to take care of sourcing and purchasing. Emerging talents such as Ute Ploier, Anna Aichinger and Husam El Odeh are expected to feature amongst the virtual racks.

One sector that continues to buck retail trends as the recession drags on, online retail offers shoppers a haven – just a couple of clicks away – from credit-crunch sorrows. Online fashion sales rose 17% on last year in April, according to the latest IMRG Capgemini e-Retail Sales Index. While these e-stores open their virtual doors to impressive sales, The Shop’s more curated selection adds the element of a smaller, more personal boutique to a maturing market.

The Shop by Not Just a Label will launch on 28 May.