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IN THE CORNER: Italian e-tailer Yoox has teamed with Amber Valletta, who has curated a special corner named Master & Muse, available on the company’s Web site starting Wednesday. The section will feature a selection of products of international eco-friendly brands, including ready-to-wear labels 100% New York and M. Patmos, footwear brand Guava and jewelry firm Melissa Joy Manning. Craig McDean has shot some images showing Valletta wearing the pieces of her selections.
Separately, Yoox has launched its first TV campaign, called “I Love Yoox,” which will be aired in Italy until Christmas. The Bologna-based company realized a series of clips, filmed by Davide Gentile and produced by Luchino Visconti, grandson of the legendary film director of the same name, documenting real-life moments of some of its customers.
This story first appeared in the September 17, 2013 issue of WWD. Subscribe Today.
In 2014, the campaign will be extended to all 101 countries where Yoox.com sells its products.