The answer depends entirely on your brand - here's how to work out which route fits yours.

• Is your product genuinely innovative, or is your brand more about a lifestyle or aesthetic?

• Could a customer understand and want your product with zero other context?

• If you only had one item live today, would your customer understand who you are as a brand?

• Look at two or three brands who've launched either way - which model looks more like yours?

• Sketch out whether you're leaning "one hero product" or "small edited collection" (6-12 styles is plenty)