An insider introduction to emerging luxury fashion brands

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

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

Lux Fixis a members-only shop that presents more than 60 brands in a series ofimmaculately 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 nototherwise have the hours or energy to find.

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“When Iworked 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 beganthinking about the potential of a weekly newsletter of carefully selected itemsthat could come straight to my inbox.”

Togetherwith Rebecca Glenapp, Hastings-Bass launched Lux Fix last autumn. The siteoffers members-only discounts,limited-edition previews and pop-up deals within a format that balances thecommercial with original editorial content. The blog in particular is full ofcharacter with its behind-the-scenes insights and views. “It’simportant that Lux Fix members encounter the personalities behind the brandsthey are buying,” says Hastings-Bass. “Luxury is about exclusivity and gainingan insider’s edge on something unique and beautiful – that’s the onlineenvironment we are cultivating.”

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

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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).

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