It may come as a surprise to some people, but a number of independent high-end brands still don’t have transactional websites. 

Now one of them, Ashish, is changing that with the London-based label having just launched its first ever standalone brand webstore and direct-to-consumer line at www.ashish.co.uk.

Created by Ashish Gupta, the label is known for its high-profile styles, particularly sequinned pieces that can sell at eye-watering prices due to the craft that goes into their creation. That’s something that has appealed to his line-up of celebrity fans, including Taylor Swift, Miley Cyrus and Katy Perry.

After celebrating its 20th anniversary last year with a retrospective at the William Morris Gallery, the brand’s next step is the online expansion, the webstore debuting with an offer of 24 pieces, the prices starting at £495.

They include some of Gupta’s “favourite pieces from AW24 customised for website exclusives offering a new and refreshed look featuring wearable knitwear, statement dresses, colourful two-pieces”. 

As well as this, the website sees six re-issues in limited editions of his shopper bags from SS14.

And there are seven custom AW24 styles exclusive to the website, “boasting a new and refreshed feel and the opportunity to buy styles that are known and loved by his audience”. 

The brand will also continue with in-season drops that have limited product runs.