Copenhagen-based startup MUUSE launched their website six months ago, differentiating itself from other online fashion retailers by adopting a pre-order business model and collaborating closely with, as of now, 55 young designers. (The picture upon is from Caterina Ciuffoletti’s collection). What MUUSE manages to do is promote the work of young designers, introducing them and making their collections available to the consumer, while handling the business aspect and assuming the financial risk, which often makes it extremely difficult for young designers to market their collections.
Their pre-order model is a refreshing change from the mass produced garments being retailed in other fashion websites, since it feels more personalized and special. The way it works is that the collections of selected designers are made available for browsing on the MUUSE site, and the consumer can choose the piece they’re interested in, order it and enter their size and measurements after which point production of the garment will begin, tailored for the specific consumer. This slower approach to fashion seems more ethical than the wasteful overproduction, which characterizes the industry, and at the same time it brings the consumer back into the picture, as an integral part of the entire process.
(from Kathryn McGee’s collection)
Supporting young designers is also a unique aspect of MUUSE since it fosters innovation and challenges the dominion that well-established design houses have maintained over the industry. The MUUSE team chooses their talented designers, like Lulu Liu, from top fashion schools of the likes of Central St. Martins, RCA, Instituto Marangoni and Parsons, and every month the team invites 3-5 more designers to collaborate.
Their recent collaboration with Vogue Italia is “MUUSE’s most promising designer by Vogue talents” contest, calling at all young womenswear designers to submit a mini-collection to the MUUSE website, where they will be available for public vote, after which 10 finalists will be selected by Vogue Italia fashion editor Sara Maino, to receive a production opportunity with MUUSE. The winner of the contest will be featured in Vogue talents as well as designer of the month on the MUUSE website during fashion week in February.
(from Lizette Avineri’s collection)
We will be seeing a lot more from this revolutionary new company, keep an eye out for their promotions, competitions and exclusive products!