Net-a-Porter made it a one-two punch in Los Angeles by reprising its spring 2017 trend presentation at Neuehouse Hollywood, then throwing a private cocktail party in Beverly Hills for it newest designers. Vice president of global buying Sarah Rutson and retail fashion director Lisa Aiken welcomed Giorgia Tordini and Gilda Ambrosio of Attico; Pip Edwards and Claire Tregoning of P.E. Nation; Henrietta Rix and Orlagh McCloskey of RIXO London; along with Georgia Alice, Maggie Marilyn and Magda Butrym.
“Los Angeles is one of our top markets in the U.S., and we feel that customers there are particularly receptive to new and emerging talent, so it really made sense to host these new designers there for the week,” said Rutson. She noted that the Los Angeles customer is “the woman who may have a casual look by day, and have the need for gorgeous dresses and gowns at night for a gala or awards event. She is also in the board room working in the film, music and tech industry. She truly is well-rounded in terms of her fashion sense and has an appetite for luxury.”
The new brands got some red-carpet love from natives such as Alana Hadid, who wore a Rixo blouse, and Jaime King, who chose Magda Butrym’s ruffled blouse and wide-legged jeans. Meanwhile, Cat Sadler wore a gray satin jacket by Attico. Hired as the evening’s musical entertainment, DJ Mary Charteris chose Attico’s plum velvet Jane wrap dress and singer Abra closed out the evening wearing the brand’s black satin Gabriela dress.
Also in attendance were Rachel Zoe and Rodger Berman, Erica Pelosini, stylists Jamie Schneider Mizrahi and George Kotsiopoulos, Katie Nehra, Peyton List, Annalise Basso, Marianna Hewitt, Natalie Joos, Nora Zehetner and Robbie Furze.
As for her discovery process, Rutson said, “It is still a mixture of finding brands the traditional route as well as on social media. We discover new brands via word of mouth just as much through outlets such as Instagram. For example, we discovered Magda Butrym through seeing someone wearing an item from her collection when we were out and about in Paris. We immediately searched for her showroom so we could see and buy from her line.”
Net’s most popular Los Angeles-based brands include fine jewelry by Jennifer Meyer, Anita Ko and Suzanne Kalan. It also launched ready-to-wear line Reformation internationally this season.