Jimmy Choo co-founder Tamara Mellon is launching a lifestyle brand in November.
The label is aimed at a working woman's "modern, clean and sensual" style and will include shoes, handbags and clothes, and Tamara hopes to "break the traditional retail landscape" through its "buy now, wear now" mantra.
Clothing will range from jumpsuits, cigarette pants, structured jackets and trench coats, with the designer's signature leopard print featuring on key items, while the brand colour will be red, a shade that Tamara strongly identifies with.
In addition, there will be a collection of basics available on a regular basis.
Prices for the up-market brand are set to range from $295 for a cashmere T-shirt to $4,500 for a ponyskin leopard-print trench coat.
Products will be revealed at New York's Pace Gallery, and will subsequently be available on tamaramellon.com and at stand-alone Tamara Mellon stores, which will open in New York City and London on the back end of 2014.
She also hopes the new label, which has been partly funded by Carphone Warehouse founder David Ross, can eventually expand into fragrance, sunglasses and cosmetics.
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