Fashion people are always talking about the frustrating lapse between when clothes hit the runway and when they arrive in the stores. Brands like Zara have rushed to fill in the gaps, restocking every other week with new merchandise, much of it inspired by the hottest catwalks. Alessandra Facchinetti, who briefly headed up Gucci and Valentino, is launching Uniqueness in collaboration with the Italian company Pinko with the aim of offering clothes with the immediacy of a label like Zara. It will do so mostly online, at its own e-commerce site and on thecorner.com, as well as in some multi-brand stores.

After the show tonight, assistants held iPads loaded to www.uniqueness.it; anybody with the time or inclination to shop could've bought the clothes right then and there. For the debut, Facchinetti is offering military-precise tailoring, head-to-toe-prints, patchworked dresses, and a couple of pastel coats—"what I think is right for the moment," she said backstage. The fabrics are seasonless and more affordable than what she used to work with at her previous places of employ, which means the new line won't command designer prices. The trick, it seems, will be developing a recognition factor. The pieces in Facchinetti's 23-look show tonight that are most likely to generate attention were the psychedelic botanical-print shirt and skirt, but the tailoring is smart enough to potentially make Uniqueness a destination. One point in Facchinetti's favor will be the label's presence on thecorner.com, which is part of the Yoox Group. Ask any fashion insider and the chances are good she'll tell you yoox.com is one of her favorite sites.