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LONDON — Prada is continuing to expand online selling in Europe and is adding Mytheresa.com as one of its stocklists. The Italian label revealed earlier this month that the brand would be carried on Net-a-porter and Mr Porter. This is Prada’s first foray selling its main collection online.

Mytheresa will carry Prada’s ready-to-wear, shoes and accessories from fall 2016, beginning July 15. The price range is 130 euros, or $144, for tights or socks to 11,190 euros, or $12,425, for a coat.

“This is a great milestone for our relationship with Prada which dates back to the very beginnings of Mytheresa.com some 25 years ago,” the e-tailer’s president Michael Kliger told WWD. “Prada is an amazing brand and so it is also a major milestone for the digital sector. We are honored to be one of only two online shops chosen to be the first ones to sell ready-to-wear, shoes, bags and accessories online. We pay extreme attention to always represent the true DNA of a brand and to tell its story on our site while approaching it with the Mytheresa.com style and edit. With a brand like Prada, that is a significant challenge, which we were delighted to take on.”

To coincide with the launch, the retailer will do an ad campaign focusing on the Prada fall collection. Shot by photographer Hordur Ingason at the Aman Venice hotel, the brand will release eight images and a video from the shoot directed by Jim Gramming, which will be promoted on its site and social media channels.

Next up for the e-tailer will be the launch of a Calvin Klein Jeans leather capsule collection on July 20 followed by “see-now-buy-now” projects.

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