An insider introduction to emerging luxury fashion brands

Designers with their stars in the ascendant are showcased at this online boutique

While e-tail style titans such as Matches, My-Wardrobe and Net-a-Porter can offer customers the latest trends from the industry’s biggest players, many a true fashion follower longs for undiscovered labels, or to buy pieces from designers whose stars are still in the ascendant.

Lux Fix is a members-only shop that presents more than 60 brands in a series of immaculately curated, current season collections including menswear, womenswear, jewellery and accessories. It is a savvy introduction to the newer luxury labels and contemporary lines that stylish professionals might not otherwise have the hours or energy to find.


“When I worked in the City, I wanted to buy pieces that were exciting and different, but I constantly struggled with fashion sites and their inventory overload,” says ex-Goldman Sachs banker and co-founder Alice Hastings-Bass. “I began thinking about the potential of a weekly newsletter of carefully selected items that could come straight to my inbox.”

Together with Rebecca Glenapp, Hastings-Bass launched Lux Fix last autumn. The site offers members-only discounts, limited-edition previews and pop-up deals within a format that balances the commercial with original editorial content. The blog in particular is full of character with its behind-the-scenes insights and views. “It’s important that Lux Fix members encounter the personalities behind the brands they are buying,” says Hastings-Bass. “Luxury is about exclusivity and gaining an insider’s edge on something unique and beautiful – that’s the online environment we are cultivating.”

A simple and elegant layout allows the products being showcased to really pop on screen. Furthermore, with a current designer line-up of leading lights in the British luxury industry, including Lara Bohinc, Markus Lupfer, Bamford, Theo Fennell and Hussein Chalayan, Christmas gift ideas are endless.


Under-the-tree highlights include an unusual pair of moth earrings by Philippa Holland (second picture, £572.40), an oatmeal, houndstooth merino wool men’s scarf from Pringle (first picture, £210), exquisite double chalcedony droplet earrings by Pomegranate (£105), a chic black satchel by Peter Jensen (third picture, £324) and stylish gentlemen’s desert boots in a variety of colours by Notting Hill’s T&F Slack Shoemakers (fourth picture, £195).