Tamara Mellon launches luxury brand

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Jimmy Choo founder Tamara Mellon has announced the launch of her eponymous luxury lifestyle brand.

The debut collection of women’s ready-to-wear, handbags and shoes is aimed at a ‘modern and powerful woman’ and is centered around a core colour of rich red.

Aimed at the busy working woman, Mellon hopes the brand will rethink the traditional retail landscape through its “buy now, wear now” ethos that will see winter coats sold in Septmber as opposed to the traditional July.

Jumpsuits, cigarette pants, structured jackets and trench coats will form the basis, with Mellon’s penchant for leopard print also being included on the brand’s key items. Additionally, there will be a core collection of “basics” that will carry over from month to month. Prices are set to range from $295 (£190) for a cashmere T-shirt to $4,500 (£2,940) for a ponyskin leopard-print trench coat.

The brand’s debut offerings will be unveiled at New York’s Pace Gallery, and will then be available on tamaramellon.com and at stand-alone Tamara Mellon stores, which will open in New York and London in the final quarter of 2014. It is hoped that the brand will have some 60 store all over the world within the next five years.

Mellon has also revealed that the brand, which has been part funded by Carphone Warehouse founder David Ross, hopes to expand into fragrance, sunglasses, cosmetics eventually.

She left Jimmy Choo in 2011, shortly after it was acquired by European private luxury group Labelux, amid rumours that she was unhappy with their plans to further the brand. 15 years previously, in 1996, she had founded the brand with Mr Choo after discovering him through her work as accessories editor at British Vogue.

The 46-year-old will unveil her memoir, In My Shoes , on October 3rd, 2013. The book is expected to offer a “candid” account of the many dramatic incidents that have made Mellon “who she is today”. She is also in the process of establishing a women’s rights foundation.

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