The PR mastermind credited with bringing celebrity and designer collaborations to the value sector has created a new premium womenswear website.
Sarah Walter, who spent nine years at New Look as head of fashion communications and then three years in the same role at River Island until last year, will launch the site, Style-passport.com, in the spring.
It will sell designer clothing, accessories and beauty products targeted at “cash-rich, time-poor” holidaymakers who want high-summer products year-round.
Sam Jones, former buyer at footwear brand Pied à Terre, is the site’s fashion director and former New Look chief Phil Wrigley sits on an advisory board Walter has created to mentor her with her first start-up.
“This is a venture based on real customer insight and sits brilliantly online,” Wrigley said. “Millions of people in Britain go on holiday for different purposes but the climate in the UK dictates what is in the shops. This is a solution to that.”
The site will offer brands such as swimwear specialist Pistol Panties for holidays in the sun and Barbour for colder, outdoor holidays. It will also cater to the ski and spa holiday markets.
Walter said: “It is an unexplored and definable niche that is scalable. We have huge ambition and the internet means we can roll it out.”
The venture is being funded by Walter and her partner, GQ editor Dylan Jones, along with a number of unnamed private investors.
Walter struck collaboration deals with pop star Lily Allen and jewellery designer Katie Hillier during her nine-year tenure at New Look.