Former Aquascutum chief executive Kim Winser is to launch a new online womenswear retailer selling direct and through fashion etailer Net-a-Porter.
The fashion label, Winser London, will be fronted by model Yasmin Le Bon and launched officially on February 15.
The site opens today for potential customers to register.
The former Marks & Spencer and Pringle of Scotland director is understood to have backing from an Asian family for the venture, The Scotsman reported.
Winser has spent the past three years as a consultant for private equity and wealthy foreign family funds.