After a two-year exclusive collaboration with the Bay, the affordable homegrown brand is creating a dedicated virtual boutique to showcase and sell apparel and accessories. The e-commerce site moonapparel.ca is set to open for business on Sept. 15.
Moon's fall-winter collection for women is set to feature a colour palette of warm seasonal jewel tones against a backdrop of neutrals, colour blocking fashion and textured knits, while the holiday offerings aim to channel influence from '20s and '30s-era fashions.
The label has ties to Canadian fashion legend Alfred Sung. Moon was the name of the Toronto boutique opened in the 1970s by the designer, and is also part of Sung’s name.
Sung is a business partner and chief designer at Mimran Group Inc. He teamed up with the designing Mimran family in creating the label, helmed by siblings Tamara and Jordin Mimran.
Moon will also feature designer collaborations, including one with Canadian leather maker Sorichetti, along with showcasing two other accessory designers to be carried on the site. Tamara Mimran plans to introduce more collaborations this year specifically for the holiday season.
"It’s all about individual style these days and putting together great looks whether adding to your outfit a statement piece of jewelry or a burst of colour with an `it bag' or a gorgeous scarf,” she said in a release.
In addition to the homegrown e-commerce launch, the brand has made a push into the competitive U.S. market to Bloomingdale's and other select specialty retailers.