Rachael Ray announced the debut of Moxie Made, her new online shop at the annual South by Southwest (SXSW) conference and festival in Austin, Texas.
Moxie Made will carry ready-to-wear, accessories, and lifestyle pieces from female-founded brands that inspire Ray.
In addition, Ray launched Convalore, her new accessories label that’s exclusively available on her e-commerce site.
The digital site will also feature editorials and profiles on fashion experts and influencers who epitomize the Moxie Made lifestyle.
Celebrity chef, television personality, and best-selling author Rachael Ray are trying her hand at fashion with the launch of Moxie Made, an e-commerce site that highlights female-founded brands.
Ray announced the digital market place at a celebration during South by Southwest (SXSW). In 2017 and 2018 she hosted a temporary pop-up called Moxie Shop during the SXSW season.
Model and designer Camila Alves, television host and interior designer Genevieve Gorder; Alia Ahmed-Yahia of BAZAAR.com’s Design Girlfriend series; Ray’s stylist Cara Jammet; and bloggers Sara Escudero of Collage Vintage, and Courtney Kerr or Currently were in attendance to help fete Ray’s new digital style endeavour.
For Ray, the inclusion and promotion of inspirational women along with their unique perspectives inspired her new venture.
“I wanted Moxie Made to amplify the dynamic voices of women doing things differently while building a community that encourages and promotes curiosity, innovation, and the power of fashion’s self-expression,” Ray said in a statement. “The way you dress can make a statement about who you are, what you support, and the experiences you value.”
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The online marketplace carries designers from across the globe including Deepa Lakhani of jewellery brand Deepa Gurnani. Lakhani previously beaded couture pieces for Alexander McQueen, Emanuel Ungaro, Fendi, and Marjan Pejoski. Each item of jewellery from her line is handmade in India which “help[s] preserve an age-old beaded embroidery technique,” according to the press release.
Kate Ciepluch of luxe t-shirt brand Banner Day is another designer available on Moxie Made. She creates embroidered t-shirts with a touch of nostalgia that appeals to the site’s essence of high-quality craftsmanship and “intentional design.”
Other brands that encapsulate Moxie Made’s “authentic is luxury” mindset include hand-painted jackets by Adrienne Christos; vintage pieces from Squash Blossom; scarf brand Lexicon of Style; ready-to-wear line Glenn + Glenn; travel-inspired brand Lost & Found by J.Friedman; milliner Mohawk Couture; jewellery brand Kar-bn; and Hat Attack.
“Moxie Made has an authentic spirit that’s relevant to women today; it is exactly where retail should be, and as always Rachael is ahead of the game,” said brand ambassador Zanna Roberts Rassi of Marie Claire, Milk Makeup, and E! News. “Everyone wants to buy things with character, things that have a backstory. With the thoughtful craftsmanship and strength of a genuine community of women behind it, Moxie Made is making that possible.”
In conjunction with the launch of her website, Ray debuted another fashion venture: Convalore, her accessories label. The debut collection features seven bags such as a leather clutch available in black and leopard print ($128). There’s a classic tote made of vegetable-tanned leather with hammered stud accents. Ray’s debut fashion label also includes a release of three belts.
In a nod to Moxiemade’s emphasis on authenticity (and Ray’s Italian-American heritage), all products from Convalore are designed “with leather sourced from multi-generational artisans in Tuscany.”