Net-A-Porter dances through Xmas ad in HQ, Mr Porter focuses on service

By

Sandra Halliday

Published
Nov 15, 2018

YNAP’s luxury e-tailers Net-A-Porter and Mr Porter have unveiled their Christmas marketing campaigns with a focus for the former on the “ultimate in party dressing” and the latter on the service proposition.

Shot by photographer Greg Harris, and starring models Dilone and Hana Jirickova, the Net-A-Porter campaign is a behind-the-scenes look at the company’s offices, “recreating a fantasy dress-up party in the fashion closet.”

It features “standout pieces” from Halpern, Dolce & Gabbana, Gucci, Jenny Packham, Blaze Milano, and Rasario and sees the models “dancing their way through the rails as after-hours revelry ensues throughout the London HQ.”

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The company also highlights its seasonal exclusives such as capsules and pieces from 16 Arlington, Rotate, Alex Perry, Laura Lombardi, Neous, Naeem Khan and Retrofete. Also visible are the “power brands Saint Laurent, Stella McCartney and Isabel Marant.” And given the e-tailer’s dive into the luxe jewellery sector recently, fine jewellery and watches by De Grisogono, Ana Khouri and Cartier “add the finishing touch.”

The creative will be seen on digital channels and out-of-home sites worldwide and run alongside the launch of a short film across the brand’s own social channels. 

Meanwhile, Mr Porter’s The Holidays Made Easy offer is a video-led digital campaign “that reinforces the brand’s world-class service propositions, alongside its unmatched gifting offering of the world’s most stylish and well-curated gifts.”

It’s “set behind the doors of Mr Porter’s Festive Academy” and features a series of instructional videos “designed to help the modern man stylishly navigate the holiday season.”

Presented by a team of the e-tailer’s experts, it includes how-to videos that touch on key holiday themes including how to stuff a stocking, how to get holiday style right and how to buy gifts for men, while showcasing the brand’s signature packaging and exclusive holiday gifts.