Tamara Mellon Set to Launch New 'Lifestyle Brand' with Sales Plan that Bucks Industry Standards

Ever since Tamara Mellon left Jimmy Choo in 2011, everything we've heard about her next venture has been pure rumor and speculation. Now, we finally know what's up.
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Ever since Tamara Mellon left Jimmy Choo in 2011, everything we've heard about her next venture has been pure rumor and speculation. Now, we finally know what's up.
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Ever since Tamara Mellon left Jimmy Choo in 2011, everything we've heard about her next venture has been pure rumor and speculation. Now, we finally know what's up.

Mellon gave American Vogue the first look at her eponymous lifestyle brand set to hit Tamaramellon.com in November. It was also unveiled at a presentation in New York yesterday.

Photo: Getty

Photo: Getty

There will be ready-to-wear, handbags, and, of course, shoes. The debut collection includes pretty out-there items like fringed leather skirts and leopard print coats and dresses, but also more practical, versatile pieces like trousers, blazers and blouses in basic black and white. The shoes and accessories look luxurious, unfussy and vampy--especially the red patent leather offerings. It feels like a sexier, tougher Tory Burch--and looks a lot like how Mellon dresses herself. Prices range from $295 for a cashmere tee to $4,500 for a ponyskin leopard-print trench coat, reports the Financial Times.

Mellon also has a unique "buy now, wear now" sales plan for the line that rejects fashion industry standards--meaning she'll sell coats in September when fall actually starts, instead of July when it's still hot out. And instead of showing during fashion week, she'll do small presentations shortly before the collection goes on sale. “I don’t know any woman who will care that we are not part of the fashion schedule,” she told FT. True dat.

Even though the collection hasn't officially launched yet, Mellon already has plans for expansion including sunglasses, fragrance, lingerie, a full makeup line, and stores in New York and London set to open by the end of 2014. Mellon hopes to open 60 stores in the next five years.

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And given her successful tenure at Jimmy Choo, she likely has the know-how and resources to do it. Speaking of which, Mellon also commented on her decision to leave the label she co-founded after it was acquired by Labelux, saying, “I lost control, and it’s very difficult being a guest in your own house.”

Sounds like she's solved that problem--this line has Tamara Mellon written all over it, literally.