Clare Waight Keller is tearing a page from the streetwear handbook as part of her creative roadmap for Givenchy.
The English designer, who is to unveil her first collection for the storied French house on Oct. 1 during Paris Fashion Week, plans to offer monthly drops of exclusive products on Givenchy’s revamped web site, which is to finally add online sales beginning Sept. 25, starting in France.
The first capsule comprises five key pieces in white — a hoodie, T-shirt, sweater, clutch and mini Pandora bag. A “mini me” range for adults and children is scheduled for November.
While a latecomer to having its own e-commerce, Givenchy boasts more than 13 million followers on social platforms, including many under-35s with high expectations for luxury brands in the digital space.
“The good side of launching our e-commerce platform way after our competitors is we gained experience and knowledge over the last few years that we were able to direct at creating a seamless, faultless destination,” said Philippe Fortunato, chief executive officer of the French company. “The advantage of taking our time on this project is we got to make it a real in-house transformation.”
In fact, Fortunato said the web site is not merely an e-commerce
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