Premium denim brand Current/Elliott has made its first step into ecommerce with the unveiling of its new online shopping site.
The website features three style categories, Army, Rock & Roll and Americana, each of which reflects the brands “underlying vintage denim roots”.
The site will ship internationally and contains an online fit guide to help guide customers through various body shapes and silhouettes.
In addition to shopping the collection, customers will be able to view the autumn 13 look book modeled by Atlanta de Cadenet Taylor plus an Instagram gallery.
The “insta-gallery” will provide Current/Elliott and its followers the opportunity to interact directly, featuring a live collage of photos using the hashtag #currentelliott.
Current/ Elliot’s chief executive and creative director Serge Azria said being a part of the “digital landscape within the fashion industry” was “extremely important” to the brand.
He added: “Being accessible online and creating a brand identity is essential to remaining competitive within the contemporary market.”