This autumn welcomes a new platform from the jewellery label.
My Flash Trash Mall

With a sprinkling of help from The Digital Fairy – actual living and breathing digital consultants, Eve and Mel, currently offering tips to Topshop and Vogue from an office beside Ashley Williams HQ – Amber Atherton presents My Flash Trash Mall.

The latest destination for fans of all things MFT (which already boasts a website and blog), the Mall is like Etsy for predominantly (if not exclusively) girls who don’t do handmade, that is, women whose Instagram is all throwback images of Donatella and the golden arches; less ‘here are the cupcakes my blog threw up’ more kitsch dreams involving the rich and famous.

Already this year the jewellery label has collaborated with fashion collective Funky Offish as well as the stylist Victoria Young – while a hook up with WAH Nails is in the pipeline – and now says Atherton, founder and CEO, “We’ve removed all the barriers.”

“We’ve really streamlined the tech into a platform that’s much more agile and scalable,” she continues, adding that, “Even more exciting is our marketing area giving designers access to press, buyers and stylist databases as well as video tutorials with bloggers, journalists and manufactures – all the tools they need to take a firm handle on scaling their operation themselves.”

The sister site already boasts labels like Me & Zena and Delilah Dust, while the curators (MFT buyers), will look to extend invitations to new brands as the platform expands.


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