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"[Molly Goddard](https://www.vogue.co.uk/brand/molly-goddard)’s [shiny new ecommerce site](https://mollygoddard.com/shop/) is a visually impactful reminder of the core values one of London’s most exciting designers holds dear. It functions on an “enquire to buy”, rather than “click to buy”, model, which means that every sale involves an interaction between Goddard’s studio and the customer delighted to add a tulle confection into their wardrobe.\n\n*Read more:* [*“Creativity Will Always Prevail”: Coronavirus Has United Britain’s Young Designers Like Never Before*](https://www.vogue.co.uk/fashion/article/future-british-fashion-coronavirus)\n\nInstead of solely using cut-out imagery to illustrate the stock, studio photographs present a glimpse into Goddard’s world. Her staff drape sweet dresses on models; Goddard herself makes final adjustments to looks before they hit the runway; and discussions are had about how a swing coat should sit on top of voluminous skirts that swish.\n\n\n\n[#image: /photos/5ec2b8184c00854d629e8cf0]|||Sandy coat, £1,000|||\n\n“Instead of just pressing a button to buy an item, you see its journey from my sketch to your home,” Goddard tells British *Vogue*. “Making clothes is a very personal process for me and my whole team. We can spend weeks perfecting one piece – it’s not churned out or made via a computer. It’s a hands on, physical process, and I wanted to show this.”\n\n\n\n[#image: /photos/5ec2b81f4c00854d629e8cf4]|||Romy dress, £780|||\n\nThe importance of communication has been heightened during lockdown, with Team Goddard functioning via Zoom from bedrooms and kitchen tables across London. “Building a relationship with our customers has become a priority,” Goddard explains of why she sped up the launch of her direct-to-consumer e-shop. “We never had a direct route to them\\! Now, we have the opportunity to tell people how garments are made and to help them with sizing.” Bridal requests (a category Goddard plans to grow) have been popular so far, and the brand’s studio coordinator has pivoted her role to online consultations with aspiring Goddard girls.\n\n\n\n[#image: /photos/5ec2b81d7bbee7301140067e]|||Nimbus, made to order|||\n\n“We had been quietly going about our studio life for so long, that we didn’t realise we should let people know how we function as a brand,” she says. “We’re working harder than ever and thinking about what our priorities are.” This includes not furloughing a single member of staff, and paying Molly Goddard’s network of creatives “properly and on time”. “We took these things for granted,” she shares. “But now, it seems important to let people know what we do differently.”\n\n\n\n[#image: /photos/5ec2b81333ca82c18354f46a]|||Napoli dress, £950|||\n\nThe ecommerce site is a stripped-back entry point to Goddard’s riotous frills for a reason. “I want my clothes to look as uncomplicated as possible for customers,” she says of the streamlined Rory Gleeson-designed platform. “All my branding looks pared down in contrast to the full Molly Goddard aesthetic.”\n\n\n\n[#image: /photos/5ec2b8197bbee7301140067c]|||Whitney dress, £2,300|||\n\nThe prospect of scaling back for [London Fashion Week](https://www.vogue.co.uk/news/article/london-fashion-week-digital-gender-neutral) in September [(whatever form it will take)](https://www.vogue.co.uk/news/article/london-fashion-week-digital-gender-neutral) is also “exciting”, she says. “We’re focusing on communicating how and why we make what we make,” she explains. “I have lots of ideas, but going back to the old days of staging small Molly Goddard gatherings is appealing. I think fashion needs an element of physicality, so we’ll try and incorporate that however we can.” For now, Goddard’s shop is a portal into the team behind the fantasia. And it certainly looks inviting.\n\n\n\n[#image: /photos/5ec2b81a4c00854d629e8cf2]|||Tod top, £780|||\n\n*More from British Vogue:*\n\n\n\n[#cneembed: script/video/601b3b327bdeb510f3fdcb26.js?aspectRatio=16x9&autoplay=0&muted=0]||||||"
<https://www.vogue.co.uk/fashion/article/molly-goddard-shop-online>