This week saw the launch event to celebrate brand-new on line retailer, – the hot new destination that allows shoppers to browse and shop all of London’s Best Boutiques and designer talent under one virtual roof.

The party took place in uber cool nightclub Le Baron and celebrities in attendance included James Blunt, Jade Parfitt and Henry Conway.

Other guests were Lizzie Cundy, Katya Virshilas, Mariella Fostrup, Antonia O’Brien and Made in Chelsea’s Diego.

Guests ate Canapés of Margarita Ice Cream and Rhubarb Crisps and were treated to goody bags containing Neom Candles, Kit Heath Bracelet and Couture Cookies.

Launched this month and  headed-up by Founder and Managing Director Tina Lake, will showcase collections from a raft of the most exclusive London Boutiques including Austique, Iris, Powder and Trilogy.

Designer womenswear brands stocked by the e-tailer include Vivienne Westwood, Hervé Léger, Acne, Stella McCartney and Temperley London. These sit alongside established brands such as J Brand, Preen and By Malene Birger and up-and-coming designers such as Greta, Skultuna and Misst.

Alongside the luxury offering of clothing, footwear and accessories, also plans to provide weekly news feeds and partner with some of the capital’s most well-known bloggers for S/S 12.

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