My Beautiful Dressing site renamed Precouture and welcomes German investors

By

Chenu Alexis

Published
Feb 13, 2015

Founded in 2012 by Céline Brugnon and Sandra Mascio, the innovative site My Beautiful Dressing offers pieces from fashion shows several months before their in-store release. Three years on, the site has changed its name to Precouture.com.

"The change coincides with a new round of funding from German investors (digital specialists, ed), who have acquired a 20% stake in the company (ed, the company already received the financial backing of Fashion Capital Partners last October)," explained Céline Nectarine. "We also want to be more consistent with regard to the image of a French luxury site that we embody. My Beautiful Dressing had a garage sale image that it couldn't shake. The site deserved a more international name." 

The recent investment will also allow for a new site to be launched in late February just before the launch of Paris fashion week in March, followed by its translation into Chinese, Japanese and Spanish, not to mention the inclusion in the medium or long term, of men’s collections. 

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In addition to the e-shop and recently announced features - the broadcast of live shows from fashion weeks in Paris, Milan and London with sales opening five minutes after the shows - Precouture.com has also partnered with the Galeries Lafayette, introducing itself as a new service on the department store's marketplace.  

With over 130 brands, Precouture.com is currently a leader in Europe for pre-order designer or luxury brands items, with affiliated brands including Alexander Wang, Alexis Mabille, Carven, AF Vandevorst and Alexandre Vauthier.