New Line Goes on Sale the Second It Hits the Runway


New line Uniqueness will launch on the web and runway at the same time.

The former Creative Director of Valentino, Alessandra Facchinetti, is taking her talents to a new level, launching a high-middle market clothing line, Uniqueness, this Thursday.  The true uniqueness is the way the clothes will debut each season — the moment they show on the runway, they’re also made available online.

All items can be purchased at Uniqueness’ own site and on the Corner, Yoox’s multi-brand designer site.  By offering its clothes instantly, Uniqueness is, well, unique for providing new styles even faster than fast fashion (though at $120 for a t-shirt, it’s offering those looks at a higher price point than fast fashion, which is traditionally fairly inexpensive).

The line is also co-opting for itself what new third-party sites like Moda Operandi are trying to offer impatient shoppers — namely, sped-up access to the next season’s runway looks.  Will Uniqueness, which will offer “seasonless” cotton and chiffon clothing intended to be worn at any time of year, find success in its accelerated, direct take on retail?  It’s an unusual, self-governing approach we haven’t ever seen before.