LONDON — The Net-a-porter woman has embarked on a trip to Paris for fall in the retailer’s campaign photographed by Gregory Harris and styled by Morgan Pilcher.
Models Luna Bijl, Mayowa Nicholas, Jing Wen and Radhika Nair are pictured on the streets of the French capital wearing looks from established designers such as Balenciaga, Gucci and Calvin Klein as well as up-and-coming names such as Magda Butrym and Emilia Wickstead. The campaign highlights five key trends including Color Confidence, Dark Florals, Power Suiting, Cozy Dressing and Disco Glam.
Alison Loehnis, president of Net-a-porter and Mr Porter said the retailer styles its campaign “to reflect how our fashion-forward customer would interpret the trends, sampling from different designers for ready-to-wear, and complementing it with shoes, bags and jewelry.”
The campaign takes its cue from the retailer’s fall buy with big brands dominating along with some emerging labels that have been selling out on the luxury e-tailer’s web site.
“I think the power of Gucci continues in a very big way,” said Lisa Aiken, retail fashion director at Net-a-porter. “It’s a brand where there’s a little bit of conversation around longevity. We are not seeing any slowdown, and they really built out every category. That’s when you really see the power coming through.”
She said the most investment went to the top five names, including Gucci, Prada and Chloé. “They are all in there,” Aiken said. “We call them our power brands.”
Among the key pieces on the retailer’s shopping list for fall were a statement skirt from Prada, the logo T-shirt from Gucci, a blue plaid blazer from Victoria Beckham, a high neckline blouse from Fendi, a floral print dress from Acne Studios, knitwear from Calvin Klein and Balenciaga, a minidress from Chloé, wide-leg pants from Joseph and an oversize coat from Saint Laurent.
The campaign will run on the brand’s web site, social media and in print publications.