Parisian fashion house Céline is set to finally launch its e-commerce store early next year, in an effort to counter other online shopping destinations such as Alibaba and Amazon. In a completely redesigned site, the LVMH-owned fashion house will be releasing its products online for the first time - ever. This is a huge move for the traditionally mysterious Céline. Notoriously late to the tech game, the brand only launched its official Instagram account in February, making it probably one of, if not the last high fashion brand to do so. By joining social media, the French label has been slowly curating its online presence under the direction of Phoebe Philo - one that matches the label's minimal and natural aesthetic. The e-commerce launch will roll out with a digital campaign in France beginning in mid-December, before rolling out to the US in 2018 and then Japan in 2019.
A full set of related services will also be available. Complementing its in-store experience, Céline's e-commerce will allow customers to order online, pick up in store, request appointments, returns and more. But most importantly, with a worldwide reach, there will be a lot more product. “E-commerce is launching as planned with ambitious business objectives, but also as a key tool to increase visibility, recruit new clients and provide a full service to our clients who are looking for a global experience, mixing digital and physical touchpoints,” a spokesperson for the brand told WWD. It's nice to see that high fashion labels are finally coming to terms with the digital era, but it might be too late. While some labels have resorted to allowing multi-label e-commerce retailers to stock its products (for example, Net-a-Porter or Kering's 2012 Yoox partnership) many other brands have shunned e-commerce. Regardless, this will be the first time you'll be able to purchase a Céline product online. Are you excited?