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Former My-Wardrobe marketing boss launches womenswear brand

Former head of sales and marketing Sacha Newall has launched a new contemporary womenswear label under the My-Wardrobe name, backed by investment from a Chinese manufacturing partner.

Newall has recruited Antonio Guarnieri, who has previously worked with Spanish luxury womenswear designer Emilio de la Morena, as creative director for the new “everyday luxury” range. The amount of investment from manufacturing partner Bruce Yin has not been disclosed.

Newall described the collection as: “Relaxed luxury at accessible prices, with a focus on natural fibres and easy-to-wear shapes.”

The 80-piece spring 15 collection comprises silk printed T-shirts, long-line silk-cotton tops, linen culottes and cropped slouchy cardigans in mainly neutral, muted shades. It takes inspiration from the “laidback glamour” of the Amalfi coast in the 1980s.

Wholesale prices average at between £30 to £40 and the whole collection is designed to be under £100 at retail. There will also be a range of leather pouches and cuffs available for autumn 16, made in the UK.

Premium womenswear independent Vanilla in Oxford is the first confirmed stockist and Newall is targeting other similar stores for the new range.

“We want to support our retail partners with fast replenishment and no minimum orders, and we won’t be selling directly or online to compete against our stockists,” she said. “Because of our manufacturing partner in the Far East, we can offer exclusive ranges too.”

My-Wardrobe ceased trading and sold its domain name to the Net-a-Porter Group in December last year.

The etailer was co-founded by Andrew Curran and his now ex-wife Sarah in 2006. Curran joined Shop Direct in December 2013 to launch It is not known what Andrew Curran is currently doing.

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