Last week ItsRudeToStare, along with what seemed like the rest of London, braved the elements and headed to Aqua on Argyll street. With a queue around the block and beyond, the fash-pack were out in force to witness the launch of THE latest online offering to take the retail world by storm. Said to already have 10 million visits per month internationally, nelly.com boasts the title of the number 1 online fashion retailer in the Nordic region. With many established shopping-sites of our own, I was interested to see how nelly.com would distinguish itself from the home-grown competition.

Founded in Sweden in 2003, nelly.com is the brainchild of spirited entrepreneur Jarno Vanhatapio. With over 800 external brands and over 30 in-house labels, nelly.com sports a mixture of Scandinavian and international fashion. Nelly.com’s launch was all about the fashion. As lychee cocktails flowed freely and models with eccentric aesthetics littered the hallways, the brands that are so central to the website were the real emphasis. Shoe displays on the bar and rails stocked with endless dresses were the centre of attention as attendees posed the inevitable question of whether nelly.com was set to become their go-to each pay day.

Guests lusted over an eclectic array of designs, enjoyed manicures, and danced into the night at the no-expense-spared soiree. However, with the launch over, the real test is yet to come. We’re most excited to keep an eye on the evolution of nelly.com right here in the UK. Having proven itself abroad, head here to judge for yourself whether the site has the potential to replace your splurge websites of yesteryear.

Words: Shula Pannick

(Images: nelly.com/Pearl Photography and Olu Ogunshakin)