Desktop, smartphone, tablets — Internet advertising can now take advantage of all these tools, yet another way to reach a maximum number of users time and again. On September 20, the online retail site Net-a-porter.com launched an advertising campaign in collaboration with Stella McCartney under the name “multiforme.”

In addition to the American brand’s placement on the site, Stella McCartney can now also be viewed on Net-a-Porter iPhone and iPad apps. Its bespoke app is well designed and extremely playful. Click on "Stella McCartney" and a touchpad Tetris game opens, whose geometric shapes are reminiscent of the spirit of the designer's recent collections.

The application then redirects to the Stella McCartney page where shoppers can order the piece of their choice directly on their mobile device.

Alexis Chenu