Tamara Mellon relaunches in Los Angeles

Los Angeles - Luxury brand Tamara Mellon is transitioning to a new headquarters location. The lifestyle brand just announced that its big move from New York City to Los Angeles.

The decision to move the headquarters accompanies the brand’s relaunch this year. The website, which is currently under construction, reads, “I’m throwing out the rulebook (the one I wrote with Jimmy Choo), and starting over… in L.A.” The new brand includes a direct-to-consumer business model and will also have capsule collections that are turned around every two weeks. The fashion company will also cater to a more immediate sense of buying that has been a current trend for the fashion industry. The site also states that the business will include a “new chapter,” a “new city,” and a “new business model.” Currently, the website has a sign-up email slot that will notify users when the new business is ready to launch. The re-launch will be this September, which Mellon will discuss this week at Culver City’s Platform, according to WWD.

Tamara Mellon, founder of her eponymous ready-to-wear line, also gained her reputable standing from her previous work in the fashion industry. Mellon was formerly chief creative officer and co-founder of elevated shoewear brand Jimmy Choo. After leaving the company in 2011, Jimmy Choo was acquired by Labelux. The new company, Tamara Mellon Brand Inc., just recently emerged from a bankruptcy filing. This January, it was reported that the company exited bankruptcy. With a new business model and new re-launch, only time will tell how the luxury brand will fare in its new venture.