Matthew Williamson launches buy-now and wear-now range

Former London Fashion Week designer, Matthew Williamson, has introduced his
debut buy-now, wear-now collection, as the fashion house continues to
realign its business model.

The collection launch follows on from the designer’s previous decision to
focus on a direct-to-consumer sales model, which saw the shuttering of his
and London flagship stores.

Currently available online via the label’s store and through, the new collection, named Amazonia, featured hand painted
floral prints and wildlife patterns on silk blouses, maxi skirts and
dresses. Collection accessories include printed silk scarves, crystal
adorned sunglasses and belts.

In addition, the collection also features beachwear, which is set to become
a permanent part of the range, according to WWD. Prices for the collection
range from 195 pounds for a bikini to 2,295 pounds for a gown. Amazonia is
the first collection from a six collection annual drop, with each range to
be named after its source of inspiration or theme to underscore the label’s
seasonless vision.

Although the designer previously shunned the traditional fashion week
schedule, he is set to make a return to the London Fashion Week calendar
this September, in honour of his eponymous label’s 20th anniversary. The
show will align with his new business model and the collection shown will
be immediately for sale following the runway presentation. In addition,
Williamson will continue to host trunk shows and hold one on one
appointments with exclusive clients to help promote his ready-to-wear

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