Misha Nonoo Launches E-Commerce

We also discussed her major moment at the British Fashion Awards on Monday, when Emma Watson accepted the Style Award wearing a jumpsuit from Nonoo's spring 2015 collection.
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Dhani Mau
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We also discussed her major moment at the British Fashion Awards on Monday, when Emma Watson accepted the Style Award wearing a jumpsuit from Nonoo's spring 2015 collection.
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If you want to get traction on a new e-commerce site -- especially if you're a young designer whose wares are already sold through other, more established online and offline retailers -- you'd better make it a unique, engaging experience.

That is what Fashion Group International Rising Star and recent CFDA/Vogue Fashion Fund nominee Misha Nonoo aimed to do with her newly-launched website. The site marks Nonoo's first foray into direct-to-consumer retail, with a semi-interactive feature called "#dressmemisha," which suggests outfits for different occasions. Currently, there are suggestions for what to wear to Miami Art Basel, which, fittingly, is where Nonoo was Wednesday when we chatted over the phone.

In prepping for her site relaunch, Nonoo says she spent the most time looking for the right agency to partner with, and ended up landing on The Charles. From there, she treated the site as as one might a physical store: "I spent as much time focusing on the details as I would with a brick-and-mortar store," she says, noting that she hopes to open one of those one day, too. Nonoo says she agonized over the font, the new logo, and the colors. You'll see a lot of green throughout the site because there tends to be a lot of green in her collections.

"This site is very important to me because it's an opportunity to touch the customer in a personal way," says Nonoo. She acknowledges  that wholesale will continue to make up the lion's share of her business for the foreseeable future (her line is sold through Shopbop, Bergdorf Goodman, Avenue 32 and many others), and that those stores "do a wonderful job introducing brands to their customer." But ultimately, she says, it's "really important for a young brand to explain to the customer how they would present the collection. [That you can't do that is] one disadvantage of wholesale."

Nonoo says that launching e-commerce forced her to think about the customer experience more than she ever had previously, and that a rapidly changing and advancing e-commerce landscape means that customers' expectations are high. With a lovely aesthetic and intuitive design, the site definitely stands shoulder to shoulder with other e-commerce players, and it doesn't hurt that she's launching with another enticing and rare feature: free same-day delivery of her resort 2015 collection in Manhattan until Wednesday, Dec. 17. Nonoo says her team is handling all the logistics internally, meaning you might receive a personalized, hand-written note with your order.

Emma Watson in Misha Nonoo at the British Fashion Awards. Photo: David M. Benett/Getty Images

Emma Watson in Misha Nonoo at the British Fashion Awards. Photo: David M. Benett/Getty Images

Of course, we couldn't let Nonoo off the phone before chatting about the amazing white jumpsuit Emma Watson wore to collect her British Style Award on Monday, which was from Nonoo's spring 2015 collection -- a jumpsuit that was apparently in high demand. "I knew look one was very special," she said. "We got several emails from stylists and one was Emma Watson's stylist. She's really incredible and someone I'd love to see in my collection and for her to wear that to accept was just so meaningful; she could have worn any designer so I'm so incredibly humbled and grateful."