Want To Buy These Leggings? The Brand's CEO Will Google You First
Grazia UK|Issue 705
Want To Buy These Leggings? The Brand's CEO Will Google You First

From invitation only websites to Google-stalking customers, some luxury labels have started playing hard to get. Angela Buttolph discovers the brands so exclusive that it’s almost impossible to actually buy them

Angela Buttolph
YOU PROBABLY haven’t heard of WONE (pronounced ‘one’), a West Coast-based luxury athleisure label from sometime style blogger, wellness pioneer and former Nike creative director, Kristin Hildebrand (pictured left). Yet for those in the know, WONE is making a lot of noise. The label claims to be a couture version of sportswear – its leggings start at £300 – and uses fabrics of a premium quality previously only worn by elite Olympic athletes. WONE doesn’t advertise (its only Instagram post is an enigmatic blank white square – yet the account still has 10,000 followers). So far, it is discovered only on a word-of-mouth basis. But don’t think knowing about WONE is enough to actually purchase WONE.

Sure, you can register on the WONE website to ‘apply’ to buy WONE. But then Hildebrand will… Google you. Wait, what? Yep, Hildebrand is going to check you out and, even if you’re lucky enough to make it off the waiting list, you’ll only get access to the site for a mere seven days.

Those who remember the shop Voyage will be familiar with these tactics. Back in the 1990s, the Fulham Road boutique selling pricey boho-luxe cardigans and slip dresses to supermodels and the Chelsea elite, created a hurricane of hype by adopting a cut-throat (and seemingly random) door policy similar to Studio 54’s. Legend has it, even Madonna and Julia Roberts were turned away when they rang the doorbell. Stock flew out of the store.

‘Exclusivity has always been at the heart of luxury fashion,’ says luxury brand consultant Paula Reed. ‘Everything is available out there now – so anything you can’t have you want more, it’s just human nature.’


You can read up to 3 premium stories before you subscribe to Magzter GOLD

Log in, if you are already a subscriber


Get unlimited access to thousands of curated premium stories, newspapers and 5,000+ magazines


Issue 705