New online boutique Atterley Road combines high-street nous with designer labels to make revamping your wardrobe a doddle
Wednesday 15 August 2012
There are so many great brands to choose from on the high street these days that it's hard to know where to start when you need to replenish your wardrobe – and especially at the beginning of the new season, when time is of the essence and must-have items are likely to sell out.
Even browsing online stores can be an insurmountable task, clicking through endless pages of products, which, it turns out, is about as much fun as trawling through a bargain bin at an outlet centre.
So with careful consideration, Katie Starmer-Smith, a former buyer for Jigsaw, has launched Atterley Road, a new online store which will stock a concise collection of brands, blended and edited to work seamlessly together, to help you to shop for your new wardrobe without any old-fashioned hard work.
Having spent nine years at Jigsaw, Starmer-Smith brings a similarly casual and chic aesthetic to the project. There's nothing too scarily fashion-forward, and while most pieces play it quite safe, the selection has been thoughtfully collated to complement other pieces on the site, according to the time-honoured rules of a capsule wardrobe. Pieces from popular high-street labels such as Whistles, Hobbs and Jigsaw are available alongside independent brands such as American Vintage, Malene Birger, MADE, Made in Heaven Jeans and Filippa K.
And the clothes are as effortless as the website: click to find pretty floral dresses, chambray blouses, military jackets and a well-stocked accessories section. Your one-stop shopping experience – as well as your new look – is polished from head to toe.
'We would evict Queen from Buckingham Palace and allocate her council house,' say Greens
French court convicts three over homophobic tweets, in case hailed as a 'significant victory' by LGBT rights campaigners
Greece elections: Syriza and EU on collision course after election win for left-wing party
British Muslim school children suffering a backlash of abuse following Paris attacks
British grandmother Lindsay Sandiford faces execution by firing squad in Indonesia
Liberal Democrat minister defends comments suggesting immigration causes pub closures
- 1 King Salman: Just five days in, Saudi Arabia's new king has already overseen a beheading
- 2 The BBC has just done more to eradicate ‘terrorism’ than all our wars since 9/11
- 3 Saudi preacher who 'raped and tortured' his five -year-old daughter to death is released after paying 'blood money'
- 4 Presidential optical illusion offers clues to how brain processes faces
- 5 Grumpy Roald Dahl letter warning student to 'eschew beastly adjectives' rediscovered after 35 years