Joins trend of fashion companies selling directly to consumers.
Sunglasses company Illesteva will begin promoting a series of designs on Instagram, W Magazine reports. Each design will be introduced on a Wednesday morning and sold exclusively online on 24 hours. The series debuts with the brand's Leon II frame in the discontinued "frost" color, with purple gradient lenses (shown below). The magazine says the strategy is typical of today's fashion world, where established companies like Burberry are following indie designers' example and experimenting with nontraditional ways of selling goods directly to consumers.