Fashion blogger Sara Donaldson is venturing into the e-commerce space.
'The Undone' will launch in July 2016, a partnership between Donaldson and collaborator Georgia Martin.
Brands featured in the launch lineup include Christopher Esber, Ellery, Dion Lee, Toni Maticevski, Kit X, Matin, Georgia Alice, Matteau Swim, Holly Ryan, Natasha Schweitzer, Charlie May, J Brand, Frame Denim, Rachel Comey, 3X1 Denim, Marysia Swim.
Martin said the site will focus on premium wardrobe essentials, elevated basics and succinct trend pieces.
"It’s not about being everything to everyone, it’s about an evolving edit and unique selection of pieces that create a premium shopping experience.
“We realised that the first thing we do when we shop online is to filter, trying to eliminate the noise and clutter to get to the products that speak to us and our style. We also know we’re not the only ones that do this.”
Since its inception seven years ago, Donaldson’s blog Harper and Harley (H&H) has grown to almost one million followers across the blog and social networks.
Donaldson was also one of the first Australian ambassadors for Uniqlo.
“I’ve worked hard to position H&H as a shopping-centric blog," she said.
"The focus is on my readers being able to source products without having to trawl though endless sites to find what I’m wearing.
"What makes this business unique is that we have a ready-made audience across the H&H network, so you’ll be seeing a lot of The UNDONE content throughout the H&H channels."
The site will launch in July to align with Australian-based spring/summer 2016 collections.