Online etailer esther.com.au has launched a 'Luxe' collection.
Esther Luxe is pitched as an eveningwear range of classic designs for the modern day woman.
CEO Talita Estelle said the line was launched in response to customer demand.
“I saw a gap in the market for good quality and affordable occasion wear that wouldn’t break the bank.
"I decided to introduce Ester Luxe, a range designed with class and elegance in mind that all women can easily access from the comforts of their own home.”
Prices for the line range from $149.95 - $249.95.
The debut collection includes delicate chiffons, feminine lace silhouettes and satin styles complimented by cold shoulder sleeves and asymmetric hems in a soft neutral colour palette of powder pinks, pastel blues, greys and white.
Esther predominantly sells dresses on its site (60%) with over 50 new styles released weekly.
The etailer's main demographic is 18-35 year old females, with 80% of sessions from Australia, 10% from the US and the remaining from all over the world.