Jimmy Choo founder Tamara Mellon has unveiled her own eponymous label – the luxurious lifestyle brand will include clothing, shoes, accessories and eventually even more – cosmetics, perfume and other products are planned to be  introduced. The designer unveiled a first look at the new collection to Vogue, showing off patent red, white and black designs in a simple presentation of the new pieces in NYC.

Priced between $295 – $4,500, Tamara’s luxurious clothing line may be high fashion, but she isn’t planning to show on schedule at New York Fashion Week. Bucking the usual industry standard, Tamara’s business plan is surprisingly simple – she’ll launch her designs when the seasons actually shift rather than how the fashion industry approaches seasons – for example, instead of launching Winter items in July when it’s still warm, she plans to launch in September. Commenting on the new approach, she said:

“I don’t know any woman who wants to buy her winter coat in July, we will sell ours in September. I don’t know any woman who will care that we are not part of the fashion schedule.”