Peter Dundas shows his new label in Beijing

Peter Dundas has revealed more about his new fashion label, called simply Dundas. Exactly a year after the Norwegian designer left Roberto Cavalli, he unveiled the very first collection in his name, staging a catwalk show in Beijing for the Mercedes-Benz China Fashion Week. Last July, Peter Dundas' label had made a discreet debut at the Paris Haute Couture Week, with a private show. No less than 35 different looks were presented in Beijing.


Peter Dundas aims to appeal to a wealthy international clientèle - Dundas

Endlessly glamorous dresses, short sexy outfits featuring long frilly trains, mermaid-like sheath dresses, in shiny silver or all-over embroidery: designing for his own label, Peter Dundas has put a special focus on evening dresses, targeting a new clientèle consisting of wealthy jet-setting women and celebrities, such as pop singer Beyoncé Knowles, the very first star to don a Dundas outfit last February.

Peter Dundas is working on this new adventure with partner Evangelo Bousis, and has set up shop in London, while the greater part of his collection is manufactured in Italy. The Dundas label will not follow a classic commercial format, nor will it stick to a traditional seasonal rhythm. It will feature both high-end ready-to-wear and bespoke items, and initially it will be distributed only through collaborations.

"Instead of staging four annual shows, Dundas will present its collections strategically, their launches designed to coincide with customer requirements," wrote the label in a press release. The idea is to emerge as "a designer who sells directly to its customers via online channels, introducing a new business model for ready-to-wear apparel."


Another look by Peter Dundas - Dundas

Dundas will work on an array of collaborations with multibrand stores and luxury e-shops. A first partnership was established with Moda Operandi, which began selling the label last July. In early December, the fashion e-tailer will launch an exclusive, advance-booking-only collection at accessible prices, alongside Dundas' first full collection. The latter is also available at The Webster (Miami), Bergdorf Goodman (New York), Elyse Walker (Los Angeles), Matches Fashion (in the UK), Aizel (Russia) and Moda Boutique.

Peter Dundas made a name for himself with his glamorous dresses, especially during his tenure as Creative Director for Emilio Pucci between 2009 and March 2015. He then moved to Cavalli, relaunching the LVMH group's label by adding a selection of sexy, sophisticated items to the range, highly appreciated by buyers.

Aged 14, Peter Dundas followed his family and settled in New York, where he studied fashion at the Parsons School. He then moved to Paris, where he started his career in 1992 at Jean-Paul Gaultier - he was the designer's assistant for a long time - before joining Christian Lacroix in 2000, and later Roberto Cavalli (for whom he worked a first time between 2002 and 2005), Emanuel Ungaro and furrier Revillon.

Translated by Nicola Mira

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