Mr Porter puts focus on French brands with capsule lines
From June 20, the menswear arm of Net-A-Porter, Mr Porter, will present a new initiative titled 'Vive la France'. To mark the event, the online retailer has invited 14 French brands to collaborate on individual capsule collections. Overall, the lines feature 147 pieces (clothing, shoes and accessories), designed around four major themes: 'Savoir-Faire', 'Parisian Street', 'Nouvelle Vague' (New Wave) and 'Bleu de Travail' (Workwear Blue).
The luxury and ready-to-wear worlds collide with a mix of French-founded brands such as AMI, Officine Générale, Hartford, Maison Kitsuné, Holiday Boileau, Arpenteur, J.M. Weston, Lacoste, Armor Lux, Bleu De Chauffe, Husbands, De Bonne Facture, Maison Labiche and Le Mont Saint Michel. The last four will make their debut on Mr Porter, as a result of the collaboration.
"Following the success of our 'Made In California' capsule collection in 2017, the next natural step was to shine the light on another key market for Mr Porter and the decision to pay hommage to France was obvious. Our market share in casualwear has only grown over the years and this is largely due to the incredible French brands coming to the market," said Toby Bateman, the luxury retailer's managing director.
Accompanying the release of the capsule series, Mr Porter's international campaign will kick-off mid-June, with content planned for different communications channels including newsletters, magazines and other publications The Daily, The Journal and The Mr Porter Post.
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