After eighteen years of luxury online retailing, Yoox is launching its own line called 8 by Yoox. Honing its knowledge of web-focused clients, the lifestyle and fashion website was ready to cater directly to the shoppers. The line was created using artificial intelligence to examine flows on social media and fashion magazines (online and printed), concentrating on influencers. Yoox also looked to its own website, analyzing the most bought products, the most researched keywords and the visitors’ comments. This amounts to perfectly crafted collection that fulfill people’s desires. Designers were guided directly by their future clients’ needs, which constituted a dynamic mood board. This new brand is literally fashion-forward.

The 8 in 8 by Yoox was chosen to represent infinity and perpetual movement and is a play on the double O in the brand’s name. Shop the collection here.