Maison Alaïa, the house of the late legendary designer Azzedine Alaïa, has made its first move into e-commerce with a new transactional website powered by Yoox Net-A-Porter technology.
The site opens up the Parisian luxury brand, part of the Richemont family, to more than 100 markets globally and will operate alongside its global flagship stores in Paris and London.
It offers Maison Alaïa ready-to-wear, shoes and accessories, as well as the Les Intemporels classic pieces. In an online exclusive it will also offer the new Edition collection, a series of iconic pieces selected from the Azzedine Alaïa archive.
These pieces will be made to the exact specifications of the original designs by Alaïa himself in the original fabrics or, should these no longer be available, in new materials inspired by them. Each garment will contain a label according to the year the design was first shown. Further capsule collections will be launched over time.
A second label, Editions Limitées, will also be showcased online. Both newly designed and re-edited from the archive, no more than between 30 and 60 of each of these pieces will ever be produced. Created to demi-couture standards, Editions Limitées will be available to purchase, by appointment only, in the Maison Alaïa ateliers in Paris.
The online project was begun while Alaïa was still alive. Known as the “King of Cling” because of his signature sculptural clothes, he passed away at the age of 77 in November 2017. The Tunisian born designer was known for working to his own schedule and only staged a catwalk as and when he felt he had a collection he wanted to show.