SYDNEY — After nearly a quarter of a century covering luxury goods through various roles at Australian fashion magazines, Australian editor Kellie Hush is taking aim at the fast-fashion arena via her own accessibly priced accessories line.
On May 24, nine months after the former Harper’s Bazaar Australia editor in chief revealed she was quitting after six years to start her own business, Hush will launch a line of handbags and jewelry called The Way via an e-commerce site, with plans to open five freestanding 800- to 1,100-square-foot brick-and-mortar stores in the Sydney region by the end of the year and 50 stores across Australia within five years.
The store concept has been created by Australian interior designer Rebecca Vulic, a former senior director of global store design for Kate Spade New York.
The launch campaign for Kellie Hush’s new accessories line The Way.
Theway.com.au will launch with 800 stockkeeping units. Handbags, which account for 60 percent of the brand’s offer and are all made from fabric or polyurethane, range from 40 to 120 Australian dollars, or $ 28 to $ 84 at current exchange, while jewelry ranges from 15 to 50 Australian dollars, or $ 10 to $ 35.
Hush, the brand’s cofounder, creative director and marketing manager,