It seems fitting that Net-a-porter chose model-turned-blogger Hanneli Mustaparta to headline its fall ad campaign, which launches online Sept. 13 and hits publications worldwide this month, beginning with Asia. Later this month ads will appear in books across the U.S., Europe and the Middle East such as Elle, Vogue, Harper’s Bazaar and Tatler.

Shot by Patrick Demarchelier, the ads also star Ann Dexter-Jones, Atlanta de Cadenet and Shala Monroque. From “super blogger” to “super mom,” the images are “vignettes into the lives and fashion loves of these women,” according to a spokesman from the brand.

To coincide with the release of the print campaign, the e-tailer has naturally incorporated an innovative technological angle by way of augmented reality platform Aurasma. Primarily designed for use with 3G and 4G mobile devices, smartphones and iPads, the image-recognition technology uses the devices camera functionality to recognize pre-trained photos and overlay an image (or video) so that it tracks as the camera is moved. Users who download the app can access corresponding videos on Net-a-porter and gain access to shop. This is the same technology the retailer used during its Fashion’s Night Out event Thursday for its pop-up shop that sought to bridge the divide between brick-and-mortar and online shopping.

Additionally, an online supplement will go live on Sept. 13, which includes video interviews and fashion tips from each of the women featured in the campaign, a behind-the-scenes look into the shoot and an e-commerce component where consumers can shop the videos and ads.






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