DRESS TO IMPRESS: For the first time, luxury e-tailer Net-a-porter is turning its holiday campaign into a collective design proposition, bringing 42 designer brands together for an exclusive capsule collection.
Launching Monday, the first-of-its-kind initiative includes names such as Saint Laurent, Dolce & Gabbana, Rabanne, Aaron Esh, Nour Hammour, Vivienne Westwood and Jimmy Choo, alongside many others.
Highlights in the vibrant and dress-to-impress range include a sheer dress by Dilara Findikoglu, a burgundy one-shoulder feather-trimmed, sequined gown from Taller Marmo, a velvet Mandarin jacket by Róhe and drawstring pouches by Sophie Buhai.
The holiday capsule arrives at a time when Net-a-porter has been sharpening its focus on product, service and storytelling under chief executive officer Heather Kaminetsky.
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In March, Kaminetsky told WWD that her objectives were to rebuild a profitable, full-price business and restore the retailer’s fashion authority through a more focused, highly styled vision.
Kaminetsky has also emphasized exclusive product and closer relationships with high-spending clients, including through “secret shops,” personal shopping and intimate events. The holiday capsule puts that strategy on a broader stage, gathering 42 brands around a single retail destination and seasonal moment.
The effort follows Net-a-porter’s use of events and editorial storytelling to reinforce its luxury positioning. To wit, the e-tailer cohosted a dinner at the British Museum with Erdem during Frieze Week, pairing fashion with a private viewing of the Bayeux Tapestry.
