Daily Front Row

2009 December 18

Web Savvy

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Araks
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(NEW YORK) Yet another designer is delving into the world of e-commerce. Araks Yeramyan, founder and designer of Araks, is launching the service on her website today. It features only the brand's lingerie collections for now, but ready-to-wear will follow in the spring. "I wanted to use it as a gague to see what the consumer really wants, and I thought that was the easiest way," she says. "Not only is it another revenue stream, but it will let us move quickly to react to the needs of our clients."

Yeramyan graduated from Parsons School of Design in 1998, and began freelancing at J.Crew, where she was part of the swimwear and lingerie design teams. In 2000, she launched her eponymous lingerie collection made of her favorite fabric, cotton, which quickly earned raves and even a few film cameos. (Remember Scarlett Johannson's underpinnings in Lost in Translation?). Yearmyan launched her ready-to-wear line in 2006; it is now carried at approximately 50 doors worldwide including Saks Fifth Avenue, Mick Margo, Journelle, and Vionnet. A longtime presence at Barneys New York, Araks has also developed an organic cotton collection for the department store. She will show her Fall 2010 collection with an intimate presentation in February.
ASHLEY BAKER