High fashion for hire is growing and is now looking abroad. The challenge was launched by Drexcode, the first luxury web boutique where you can hire online a designer outfit for special occasions. For those who want to wear the dress of their favorite star, it offers the best in current fashion. In fact, its catalog includes only pieces from the latest collections, those that just appeared on high-fashion runways.
A chance to wear major names, such as Alberta Ferretti, Jean Paul Gaultier, Moschino or Vivienne Westwood at only a fraction of the original price. And all in just a few clicks with rapid, home delivery throughout Italy which also includes the possibility of trying on the outfit and returning it if it is not right, or ordering more than one size at a time.
The idea was launched a year ago by Federica Storace and Valeria Cambrea, Genoese by birth and with years of experience in leading multinational companies. Appointed as head of the Drexcode board was Enrico Mambelli, currently senior advisor to Private Equity for luxury acquisitions, and former CEO of Gianfranco Ferré in Milan and Cerruti 1881 in Paris.
“Our boutique was an immediate hit,” says Federica Storace. “In fact, our subscribers are currently growing at a rate of 50%.” Orders are also growing at a double-digit rate and there are already plans to invest in foreign markets. “Next year we will begin to expand into Europe.” At the same time, the company is also working on lines of accessories that will soon be expanded and completed.
Innogest (a major venture capital fund in Italy managing 165 million euros) also believes in high fashion and it is leading up a group of investors who have put one million euros into this initiative. They are now preparing for their move abroad where they expect to draw in new investors for the start-up.