Inverted Edge, a global online fashion retailer based in Singapore, announced today the launch of its website and the debut of its first Spring/Summer 2013 collection featuring Limited Editions and Exclusive Capsules from Asia-Pacific’s fashion designers. 35 designers from 10 countries have created Inverted Edge’s Spring/Summer 2013 collection, out of which five of them are from Singapore.
These are the names of the designers of it’s debut collection:
Australia: Jayson Brunsdon, Michael Lo Sordo, Talulah, Lee Mathews, Gail Sorronda and Empire Rose
Mainland China: Mary Ching
Hong Kong: INJURY, Daydream Nation and Twisted Sisters
India: Rachana Reddy
Indonesia: Nina Nikicio, Harper and Smith, Major Minor and Hunting Fields
Japan: ETW Vonneguet, Paratiisi and Twoin
New Zealand: Karen Walker, Andrea Moore and Stolen Girlfriends Club
Singapore: AWOL, Edge of Ember, LION EARL, Carrie K and Eugene Lin
South Korea: FleaMadonna, DEMOO PARKCHOONMOO, Acbine, PostDecember, McNelly, RyuKei, NINETEEN EIGHTY and POMME D’ELLIE
It seems like Inverted Edge is moving towards the idea of exclusivity and limited edition items, working with some of the new rising start designers.
Inverted Edge will offer Exclusive Capsules featuring a number of firsts, including a new range of women’s apparel from leading designer. On top of that, Inverted Edge will also feature Limited Edition collaborations where unique items will be produced in limited quantities if minimum pre-order numbers are received.
Debra Langley, CEO and Founder of Inverted Edge said, “Inverted Edge is delighted to be working in partnership with Asia Pacific’s best designers who have chosen to make their collections and exclusive items available through us. With our exclusive capsules and Limited Editions initiative, designers get the chance to test new ideas or even directions for diffusion lines. This gives our customers access to individual and unique pieces at Ready-to-Wear prices.”
Inverted Edge uses design and technology to make shopping experiential rather than one-dimensional. Its strategy covers a full life-cycle approach to consumption: from sourcing designers that create interesting and wearable styles; to providing an online experience to help users discover their individual styles; and the use of social platforms such as Facebook, Pinterest, Vimeo and Twitter to allow designers to tell their stories and interact with consumers.
Inverted Edge will offer free shipping globally for Limited Edition items and free shipping will also be provided for any jewelry purchased before May 15.
Despite having no sales and a pre-launched product, Inverted Edge has secured an US$1.6 million investment earlier in February. With the investment, Inverted Edge definitely sets to differentiate itself from other e commerce players such as Zalora by carefully curating exclusive high end women apparel designs. If Inverted Edge can position itself as a platform for new designers to showcase their work, that will be really interesting, and would really explain why its investors are so confident about Inverted Edge.