Tired of working under the expectations of others, Scottish fashion photographer, Laura McKinnon, make-up artist, Elaine Burns and web designer Alan Armitage team up to present their own fashion e-commerce womanswear brand, Wear Eponymous. With a focus on individual style under the tagline, “be your own story”, the company proposes to provide consumers with the latest fashion, affordable luxury and bespoke designer pieces at high street prices. The Wear Eponymous online store will officially open to the public on 1st February 2014.
The Wear Eponymous (W.E.) concept spanned from the working experiences of all three fashion entrepreneurs. Agitated by increasing pressures to work for free and a lack of support for underground design talent in the UK, Armitage, Burns and McKinnon formed the blueprint for a trustworthy marketing platform. W.E. Art Director and co-founder Laura McKinnon, said: “We want to create a place from which to promote this talent at a realistic price. We believe everybody deserves a little piece of luxury and it shouldn't cost an arm and a leg to have it.” This support mechanism will come in the form of designer diffusion lines exclusively sold via the Wear Eponymous webpage.
Incorporated into this vision is the companies own ready-to-wear collection for S/S 2014. Targeted at young fashionable women aged 18-25; the Wear Eponymous collection is composed of key pieces including pastels, earthy tones and monochrome. The theme of the S/S collection was carefully selected to reflect the brand ethos and fit current trends. W.E. Creative Director and co-founder, Elaine Burns said: “The collection represents us as a brand; we want all aspects of the business to be black and white for our customers from the concept of affordable luxury to good morals.”
Since December 2013, Wear Eponymous has rallied support via social media. The “Hype” campaign introduced the label to an online audience. Through posting sneak previews of the S/S collection and allowing customers to experience the quality of Wear Eponymous products through giveaway competitions, the team have made the first step in their quest to create what W.E. Technical Director and co-founder, Alan Armitage refers to as a “modern customer centric business.”
The company is currently looking to reach out to bloggers for up and coming press events and launches.Already popular amongst the Scottish market, the Wear Eponymous team have high hopes for the February launch. The chosen designer for the first diffusion line will not be announced until 18:00 on launch day.