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Brian Atwood Unveils Redesigned Digital Flagship

The new site has an invite-only section called the “Vault,” full of editorial content like a director’s cut from a branded film and behind-the-scene images.

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BRIAN ATWOOD GOES ONLINE: Brian Atwood will unveil his redesigned and first e-commerce enabled digital flagship at brianatwood.com today, leading up to the opening of his Madison Avenue boutique later this month. The site — which will carry the brand’s full collections of Brian Atwood designer footwear and bags, as well as his contemporary B Brian Atwood collection — also has an invite-only section called the “Vault,” full of editorial content like a director’s cut from a branded film and behind-the-scene images.

Atwood said this portion of brianatwood.com will offer footwear at “hyper-luxe” price points that can retail up to a few thousand dollars. Users can click on the section to gain access, and an invitation will be e-mailed to them once they’re confirmed. Users can also view the designer’s film series, “Sex is in the Heel,” shop digital look books and engage with Atwood via a section he personally edits, featuring his inspirations and obsessions at the moment. The site was created in partnership with Palmer Schwartz Agency. “It’s like when slipping into a shoe — a woman should immediately go to a state of mind that conjures glamour. That same emotion is the underlying code to the store design and this new Web site,” said Atwood.