British fashion designer Julien MacDonald will transform his London Fashion Show collection into a direct-to-consumer offering with the launch of a new ecommerce site.

The Welsh designer, and TV personality, will sell his Fall 2026 ready-to-wear collection on the site, which launched on Monday.

“We ordered 2,500 boxes for our orders, and we’ve already run out” MacDonald told WWD. “I’ve had to order 1,000 more from the fact­ory in Wales.”

MacDonald has designed this latest collection to be a see-now, buy-now lux­ury, it was first showcased during his first London Fashion Week show in three years.

Priced lower than in the past, between £800 pounds and £4500, MacDonald hopes the collection will appeal to a younger cus­tomer. He stressed that he wants his loyal customers to be able to buy more. He even likes the idea of moth­ers and daugh­ters buy­ing together.

Furthermore, Mac­don­ald has taken the collection on the road. Visiting island resorts on the Athens rivi­era in Greece to present­ a trunk show. The designer had an ink­ling he’d be pop­u­lar in Greece, “because the women there are so glam­or­ous. I knew there would be an appet­ite for my dresses”.

Further summer destinations include Saint-Tropez, Art Basel, Atlanta, Qatar and Dubai, locations that align with the collection’s summer occasionwear positioning.

The ecommerce site and roadshow are powered by a new investor of Dale.com and Dale Ven­tures Group.

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