iStyle: Le click, c’est chic

view gallery VIEW GALLERY

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.

Click here to view the gallery

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….

Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Photographer / Floorplanner / Domestic Energy Assessor

    £16000 - £25000 per annum: Recruitment Genius: A Photographer/ Floor planner /...

    Ashdown Group: Front-End Developer - Surrey - £40,000

    £30000 - £40000 per annum: Ashdown Group: Front-End Developer - Guildford/Craw...

    Recruitment Genius: Customer Service Assistant

    £13500 - £15000 per annum: Recruitment Genius: A Customer Service Assistant is...

    Recruitment Genius: Sales Executive - OTE £35,000

    £16000 - £35000 per annum: Recruitment Genius: An ambitious and motivated Sale...

    Day In a Page

    Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

    Not even the 'putrid throat' could stop the Ross Poldark swoon-fest'

    How a costume drama became a Sunday night staple
    Miliband promises no stamp duty for first-time buyers as he pushes Tories on housing

    Miliband promises no stamp duty for first-time buyers

    Labour leader pushes Tories on housing
    Aviation history is littered with grand failures - from the the Bristol Brabazon to Concorde - but what went wrong with the SuperJumbo?

    Aviation history is littered with grand failures

    But what went wrong with the SuperJumbo?
    Fear of Putin, Islamists and immigration is giving rise to a new generation of Soviet-style 'iron curtains' right across Europe

    Fortress Europe?

    Fear of Putin, Islamists and immigration is giving rise to a new generation of 'iron curtains'
    Never mind what you're wearing, it's what you're reclining on

    Never mind what you're wearing

    It's what you're reclining on that matters
    General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

    Chuka Umunna: A virus of racism runs through Ukip

    The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
    Yemen crisis: This exotic war will soon become Europe's problem

    Yemen's exotic war will soon affect Europe

    Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
    Marginal Streets project aims to document voters in the run-up to the General Election

    Marginal Streets project documents voters

    Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
    Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

    The real-life kingdom of Westeros

    Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
    How to survive a social-media mauling, by the tough women of Twitter

    How to survive a Twitter mauling

    Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
    Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

    At dawn, the young remember the young

    A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

    Follow the money as never before

    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
    Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

    Samuel West interview

    The actor and director on austerity, unionisation, and not mentioning his famous parents
    General Election 2015: Imagine if the leading political parties were fashion labels

    Imagine if the leading political parties were fashion labels

    Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence