Thursday, April 16, 2009

Welcome to

As I may have already said once before, designer pieces with HUGE reductions is every bargainista fashionista's dream come true. So you'll understand why I was very excited to finally see the launch of today.

My picks of the day were the cotton scribble-print dress by See by Chlo√© (soooo fun for summer), reduced by 50% from £93 to £46.50, and the black cashmere and jersey T-shirt dress by Alexander Wang (a timeless classic), with a massive 80% off from £210 to £42.

Needless to say, the best bargains were snapped up within hours of opening for business. This is, after all, the discount designer fashion outlet from Natalie Massenet, the woman who founded, and it's set to redefine designer sale shopping as you know it.

Forget camping outside Selfridges waiting for the doors to open, the mad rush up the escalators and the frenzied search among instantly messy rails for that 3.1 Phillip Lim dress or that Stella McCartney jacket in your size. Now, thanks to, you can go designer sale shopping 24/7, all year round, from the comfort of your home - with a plethora of labels (think Luella, Marc Jacobs, Christian Louboutin, Vivienne Westwood...) slashed by up to 80% just a mere click of the mouse away.

OK, the pieces are out-of-season, the availability is limited and, yes, you may recognise many of them from's previous sales, but as Massenet wisely states, 'Good fashion doesn't date' and it sure beats buying a bedraggled sale item that's been tried on by many and left limply hanging on the rail with maybe a make-up smear or a missing button.

For me, is designer sale shopping from your sofa. And with no queues and no tussles, I'm sold.

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