Net-a-Porter Announces a Reformation Collaboration
Net-a-Porter strikes again, and this time around it is with Reformation. The luxury e-retailer has just announced an exclusive collaboration with the sustainable, eco-friendly label – Reformation, combining luxe clothing with a distinctive minimalist style just in time for the holiday season. The Reformation x Net-a-Porter holiday 2016 collection’s prices range from £100 ($125) to £315 ($390), with pieces being available for purchase starting from this Friday, November 11, on Net-A-Porter.com.
Ever since the Yoox Net-a-Porter group announced its new managing director, namely Matthew Woolsey, the retailer has ventured out into more collaborations, such as that with J. Crew and Tiffany. As if things weren’t exciting enough, the retailer is also opening a new Technology Hub office in London, bringing its tech team all together under one roof planning one-of-a-kind things for us.
The Reformation x Net-a-Porter capsule collection appears to be a natural consequence for the retailer, which officially brings consciousness and sustainability into its luxurious world. Given the fact that Reformation’s distribution is mainly local, however, the collaboration is not only thrilling but also stimulating, from the marketing point of view.
“Reformation is a purse-friendly brand with a conscience, which isn’t normally something that goes hand in hand. Along with its fantastic desirable pieces, it has become one of the most interesting contemporary brands right now,” Sarah Rutson, vice president of global buying at Net-A-Porter, explained to Vogue UK.
“Their distribution is very limited, so we felt there was huge opportunity to bring them to the Net-A-Porter global customer. The price points are amazing so we think it will appeal to new customers, as well as our EIP clients.”
EIP clients, which stands for “Extremely Important People”, are Net-a-Porter’s influencer-clients, which Reformation has in its own small ways, too. Celebrities such as Rihanna and Karlie Kloss, just to name a few, are some of Reformation’s biggest supporters, and are often seen sporting some of the LA-based brand’s staples down the streets and on Instagram.
Although relying on celebrities’ advertisement is always very useful, the Reformation x Net-a-Porter holiday 2016 collection is going to be a sellout anyways. Extremely elegant yet with a fresh, jocose touch, all of the proposals are perfect for either a fancy New Year’s Eve party, or a night out with friends both in winter and in spring, especially when it comes to the monochrome pieces.
Of course, most of the staples feature dark-toned hues, such as black, navy blue and burgundy, with only a few floral and glittery items lightening up the array. The line-up also features strong Seventies-inspired Californian vibes, specifically seen in the abounding array of jumpsuits, palazzo pants, tunics with butterfly sleeves and wrap dresses.
Bodices, off-the-shoulder tops and luxe slip dresses also give the collection a slightly heroin chic allure, especially when refined by Reformation’s luxurious velvet material. The collection even includes a curve-hugging turtleneck sweatshirt, which we will likely see on our Instagram feed for a long time.
“We feel very confident that this is going to be an incredibly popular collection. We always know what is going to sell well and we always want our new brands to have successful seasons. It’s all about introducing something new that will have sustainable growth for the future,” concluded Rutson.
Photos courtesy of Net-a-Porter