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iStyle: Le click, c’est chic

If you favour a more boutique shopping experience in real life there’s no reason you have to sacrifice it when you go online, says Stephanie Hirschmiller

It is a truth universally acknowledged that a woman in possession of a credit card must be in want of somewhere to use it. And just like the real world where some favour a monolithic department store such as Selfridges and others a more boutique experience, the digital arena is no different.

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You’re either Net-A-Porter through and through or you favour a tighter edit with less of the option paralysis. Enter the likes of Avenue 32, LN-CC, Atterley Road and now, the newly launched Atelier-To-Go.

 Featuring glossy shoots, mini editorials and bite-size “how to” videos by fashion insiders such as Natalie Hartley, senior fashion editor of In- Style, and a column by Stacey Duguid, of Elle. The clothes themselves have been chosen with industry input, too – from Julia Brenard of Vogue Russia and Wonderland menswear editor Andrew Davis for that all-important guy’s eye view. Even style director Tom Usher has a day job as creative director of Marie Claire.

The founder and former model Jacqueline Stuart, who likens the Atelier experience to “shopping with your slightly cooler best friend”, felt that prior offerings were “either too young and trend-led or too high end and intimidating” and was keen to resonate with her own demographic of successful women in their 40s: “Women who love fashion but aren’t slaves to it.” Stuart’s aim is to translate catwalk trends into everyday wear with the help of the industry heavyweights mentioned.

Each season there are five “spotlight” labels – for spring/summer you’ve got the sharp silhouettes of Paper London, L’Agence with its laid-back LA cool, Halston Heritage for Studio 54-style glamour, Rebecca Minkoff for sassy arm candy and Lara Bohinc for her simple-yet-elegant jewellery. Other brands from partner boutiques such as Austique and Trilogy, include Markus Lupfer, Equipment, Theory and Victoria Beckham Denim.

And just in case you needed any more convincing, how about a customer loyalty scheme involving beribboned beauty gifts such as pop-coloured Nails Inc varnishes. Surely so much more enticing than Clubcard vouchers….