Started a decade ago, Milly is offering its collection via an e-commerce option on its Website.
The online shopping tool, which launched this week, is user-friendly. Shoppers can peruse Spring 2010 styles by "Look" or "Occasion" as well as by the usual dress, top, bottom, outerwear, cabana (aka swim) and jewelry categories.
Smith describes her latest collection on the site: "This season, my uptown muse continues to indulge in a touch of downtown edge. Fresh and versatile combinations are equally playful and modern, while the overall look remains smart, sexy and sophisticated."
The uptown-meets-downtown vibe translated into some our favorite looks of the season including a printed paisley "Day Shift" dress in springy malachite green (priced at $315) and the preppy "South Hampton" bikini set in navy with white piping and button detailing (top and bottom sold separately, $85 each).
On adding e-commerce to the site, Smith was upbeat with big plans for the future. "The e-commerce launch is incredibly exciting for us. Visitors have the opportunity to shop a wider assortment of Milly styles than in any one retail store which I feel gives them a stronger sense of my perspective when I design each collection," the designer told StyleList.
"Additionally, with our plans for a NY flagship store, the site will be great complement to our retail launch," she adds.
Online is just the start these days -- some lines have global ambitions. Read about Anthropologie's international online shopping option.