LONDON, United Kingdom —When shopping online today, consumers are overwhelmed by options. But two former British Vogue editors believe their new website has created the perfect offering for fashion-conscious, time-poor shoppers who value quality over quantity.
Lucinda Chambers and Serena Hood have joined forces to launch Collagerie, a global e-commerce proposition that focuses on product discovery and careful curation. What makes the website unique is the product mix: Collagerie's edit will feature products spanning high street to luxury across fashion, beauty and lifestyle.
It’s all about the mix, and bringing lots of things together.
Chambers and Hood’s curated edits will sit alongside features, podcasts and editorial shoots on a colourful website that launches on November 21. The brand is also planning to host offline events and collaborate with fashion labels on one-off product launches.
“We will be including everything from high street to luxury, but we’re thinking intelligently about how you spend your money and where it’s being spent,” said Hood. “It’s all about the mix, and bringing lots of things together.”
For example, a leather Acne bag might sit next to a Ganni dress, a Zara jacket, a pair of Mango earrings and Jimmy Choo shoes.
“It’s kind of how we all dress. You’ve got your & Other Stories, you’ve got a bit of vintage, you’ve got high street, you’ve got your designer boot,” said Chambers. “What we feel is that there’s no one platform catering to that,” added Hood.
Collagerie will operate as an affiliate partner, with users redirected to a brand's own site to complete their purchase. Collagerie will then take a commission on each transaction. This means that, unlike traditional e-commerce companies, it will not hold any inventory, while brands themselves will be responsible for the shipping of each purchase.
Chambers has long been recognised as an editorial pioneer who confidently mixed more affordable products with high-end luxury pieces on the pages of British Vogue, where she spent 25 years as fashion director. Chambers has also worked as a creative consultant and stylist for labels like Prada, Marni, H&M and Warehouse. After departing British Vogue in May 2017, she co-founded luxury fashion label Colville with Marni veterans Molly Molloy and Kristin Forss.
Hood, formerly British Vogue’s executive fashion director before heading to Tatler, has extensive events experience, spearheading projects like the Vogue Festival and Vogue’s Fashion Night Out. She has also worked for brands like Marc Jacobs.
“We’re using what we’ve done and the best of what we’re really good at,” said Chambers. “We’ve always done product, we’ve always designed, we’ve always collaborated and [done] events. [Collagerie] really plays into both Serena and my strengths.”