42 brands, one holiday capsule, zero clarity
Luxury e-tailer's holiday campaign brings 42 designers together for an exclusive collection.
The story
Net-a-porter is launching a holiday capsule with 42 brands, including Saint Laurent and Vivienne Westwood, as part of a strategy to reinforce its luxury positioning and focus on exclusive product offerings.
Source: wwd.com
Our reading
Net-a-porter’s holiday capsule includes a sheer dress by Dilara Findikoglu and a velvet Mandarin jacket by Róhe, but the real star is the number 42—so many brands, so little time to decide which one to hate first.
The effort feels less like a shopping spree and more like a high-stakes game of musical chairs, where the only prize is the satisfaction of being seen in something that cost more than a month’s rent.
It’s not just a collection—it’s a statement, and the statement is: if you can’t afford this, you don’t belong here.
