“We're so excited about this!!” came the announcement. “An online shop done our way, it’s not corporate, it’s not cold, it’s about the pieces we really like here in the studio and the pieces our clients really like and think there should be more of in the world!”
And so last night Marques ’ Almeida’s online store was born, the label’s Facebook page today already brandishing over 130 congratulatory likes on its going live.
Backed by Topshop, supported by Lulu and worn by Rihanna, Marta Marques and Paulo Almeida’s label has been a talking point since its inception in 2011. Vogue claimed them as ‘London’s hottest new export’ last September, while in December they were nominated in the Emerging Talent category at the British Fashion Awards.
Alongside collection after collection of impeccably distressed denim, leather and silk, the label’s social media platforms are honed to their own sense of self. There’s a personality that hasn’t been taught in a modern media lecture, and a sincerity that naturally involves followers.
Ahead of the online store and in the run up to Christmas, the pair asked Facebook fans one question a day in a bid to learn more about their clientele; favourite collection, favourite piece, etc.
Simple but effective, the lack of a third party both a financial note and in keeping with the brand, it’s obvious now this was part and parcel of the shop’s introduction.
"It’s just another platform for us to communicate with our clients and friends which is one of the things we most like to do!” the duo has said. “It’s so exciting to see someone on Instagram or on the street wearing the clothes their own way with their own identity, it never ceases to amaze us.”
Hence the new ecommerce section is so unique, with limited edition products and edits carefully laid out by MA’s team as well as friends of the label. Imagery comes via backstage photos, catwalk shots and Polaroids, with just a few images taken for the soul ‘look book’ purpose, like a Tumblr for the wallet.
Of the 21 pieces currently for sale, eight are the last, giving an extra special tone to the process, similar to their short stint at The Hackney Shop last summer.
The internet’s new favourite boutique has been created, people, and it’s a freakin’ denim paradise.