Net-a-Porter has announced its new business roll out, Jet-a-Porter – a shop dedicated to vacation wardrobes to cater for the international jet-setter. The getaway curation includes four Arab brands – Azzedine Alaïa, Gül Hürgel, Reem Acra, and Sanay i313 – and 14 new brands that have been added to the NAP roster, including Swim, Cult Gaia, and Re/Done. “The Net-a-Porter woman visits many parts of the world throughout the year and Jet-A-Porter will continually evolve to meet all of her vacation wardrobe needs, no matter the season,” says Alison Loehnis of Net-a-Porter and Mr Porter.
The Summer 2017 launch campaign was shot in Cuba, with model Anna Mila photographed by Morgan Pilcher, capturing the easy elegance you’d like to stow away into a suitcase. Even though the sensibilities are overtly Western, in the mix are breezy kaftans, longline key pieces, and linen separates that will work on a staycation in Doha or while milling about the streets of Beirut.
Expect promotional pushes from the e-commerce giant as 10 global influencers are to be announced in early June to promote the new platform, and perhaps even demonstrate the spoils of the same-day premier delivery service for the jet-set in London, New York, and Hong Kong. The premium service is extended in the US to cover the Hamptons for the high-summer season. Expanding on its collaboration with French fashion house Chloé(4), new fusion capsule lines are in the pipeline with front-row favorite brands. It looks like traveling from the Middle East to the West needn’t induce serious packing stress anymore. After all, if you are London bound, you can replenish your wardrobe in a sequence of clicks and a few impatient hours. Bon voyage.
Chloé X Net-a-Porter’s High Summer Collection
