Net-a-porter is turning its holiday campaign into a group effort for the first time, bringing 42 designer brands together for an exclusive capsule collection.
The first-of-its-kind initiative launches Monday and includes Saint Laurent, Dolce & Gabbana, Rabanne, Aaron Esh, Nour Hammour, Vivienne Westwood and Jimmy Choo, among many others.
Standouts in the vibrant, dress-to-impress range include a sheer dress by Dilara Findikoglu, a burgundy one-shoulder feather-trimmed, sequined gown from Taller Marmo, a velvet Mandarin jacket by Róhe and drawstring pouches by Sophie Buhai.
The capsule arrives as Net-a-porter sharpens its focus on product, service and storytelling under chief executive officer Heather Kaminetsky. In March, Kaminetsky told WWD her goals were to rebuild a profitable, full-price business and restore the retailer's fashion authority through a more focused, highly styled vision.
She has also stressed exclusive product and closer ties with high-spending clients, including through "secret shops," personal shopping and intimate events. The holiday capsule puts that strategy on a broader stage, gathering 42 brands around a single retail destination and seasonal moment.
The move follows Net-a-porter's use of events and editorial storytelling to reinforce its luxury positioning, including a British Museum dinner cohosted with Erdem during Frieze Week that paired fashion with a private viewing of the Bayeux Tapestry.
Originally reported by WWD