DeMellier launches exclusive summer capsule with Matchesfashion – WWD

ALL ABOUT THE BAG: DeMellier launched a high summer collection with Matchesfashion following its success with the luxury retailer.

The accessories brand is led by Mireia Llusia-Lindh, a Harvard graduate and former luxury strategy consultant for companies such as Burberry and LVMH Moet Hennessy Louis Vuitton.

In June 2022, it was reported in WWD that his business is on track to become a $50 million brand within the next three years.

“We did really well, that’s why they offered us to do a capsule,” Llusia-Lindh told WWD during a Zoom call with Adele White, head of wholesale at DeMellier.

The brand was launched with matches fashion in May last year and this is the first time they have collaborated with a retailer on an exclusive collection. The two teams met in November to discuss the idea.

“They really wanted to go after a high summer theme. They definitely saw an opportunity there and we made canvas bands Bags throughout our collection in black and white, as well as cobalt blue and white,” said White.

“We did three exclusive colors: lemon, azure and macchiato,” added Llusia-Lindh, who tweaked her designs on pre-existing elements. Bags like the New York, Vancouver and Cannes by giving them a casual look in the canvas fabric.

Summer destinations were the muses behind the lightweight bags. Llusia-Lindh looked at vintage Italian beach photographs from the 60s and watched classic Italian films to gauge the overall vibe of the collection.

The bags are all made from plastic free canvas with natural cottons and the leather is sourced from a gold rated Italian tannery.

DeMellier is offered by selected retailers including Harrods, Browns and Farfetch.

“We’ve actually been very picky with our distribution. When I founded the brand, I wanted everything to be luxurious, but the price,” said Llusia-Lindh, whose bags start at 195 pounds and go up to 695 pounds.

Matchesfashion’s Fall 2023 Shopping Report highlighted that bags are still enjoying a strong moment with the retailer with a 290% year-over-year increase.