Former Harper’s BAZAAR Australia editor-in-chief Kellie Hush has launched The Way, a fashion accessories brand she is co-founder of. 

The Way was founded with a vision of creating a line of fashion accessories for the Australian consumer who is looking for great style at an accessible price. The Way will feature primarily bags and jewellery and will be collaborating with beauty brands, including LUMA by Jessica Hart and Salt By Hendrix.

Hush has pulled together a strategic group of investors to back The Way who are leaders in the retail, finance and digital technology industries enabling The Way to be a major player from launch.

“I travelled a lot internationally during my career at BAZAAR and time after time I found so many great shops that had great accessories at an affordable price and I’d kick myself when I got home that I didn’t buy a few pieces.” said Hush. “Over the years so many international fashion brands have opened here in Australia, but no one is doing awesome fashion bags and jewellery. Which is how and why The Way was born.”

The Way is a digital-first brand with the e-commerce site www.theway.com.au now live. Stores across Australia will follow in the second half of 2019.

“The Australian consumer is absolutely shopping online but we also want to ensure that our customer who still loves to shop in store can experience the brand up close, which is why an aggressive retail rollout will follow the website launch. A tactile experience is important for The Way as we want our customers to touch, feel and try on the brand,” said Hush.

Hush will also be sharing her fashion knowledge and experience with consumers via her blog, VIP events and through social media channels.

“I have two decades worth of knowledge I want to share with my customer. I will be working with The Way team to decipher trends, so our customer is armed with knowledge when she shops at The Way,” said Hush

Source: The Way