Each piece opens as a run of ten. Ten reservations to fire the run. £9.99 holds a slot, the balance is charged when the run fills. If the run does not fill within its window, the deposit is refunded in full.
The model exists so nothing is made speculatively. Everything the atelier cuts is already sold. Every colourway that opens has ten people waiting for it — no leftover stock, no discount cycle, no landfill.
Ten to fourteen working days from the moment the tenth reservation lands. In-stock pieces (bundles, wardrobe classics) ship in three to five working days from London Mayfair.