(London) I’m always in search of the newest online fashion destination – may it be a new online magazine, a noteworthy blog or an online fashion retailer and that’s not just for shopping. I do love shopping, but what I love more is a tasteful curation of fashion and style. There is something very artistic about well put together style and it’s not common to find great taste within the clutter of the internet.

That is why when I first learned about Atterley Road, a new online fashion retailer in the UK, I couldn’t wait to see what they had to offer. Then when I learnt that the founder of the new online shopping site is Katie Starmer-Smith, a creative guru and veteran of Jigsaw, I knew I could expect artful and inspiring fashion on the site.

I am addicted to Asos more for its free amazingly original iPad magazine than the shopping. I love what Farfetch.com did with its collaboration with 6 ultra cool global bloggers to create these crazy shoes as much as I love the Margiela merchandize on the site. With the former creative director of Jigsaw on the helm, I know we’ll see some really cool collections and artistic expression from Atterley Road that will set it aside from the clutter of online retailers.

I’ve already signed up for the site although it doesn’t launch till the end of July/early August because they are giving away £25 free towards a purchase of £50 or more for anyone who signs up before the official launch. Some of the brands that will be available on the site are Jigsaw, Whistles, Hobbs, Crew Clothing, American Vintage and other well recognized and independent designers.

Check it out for yourself and let me know what you think!

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Disclaimer: This post was sponsored by AtterleyRoad.com.