by Stephen Garner

MR PORTER Apple TVLuxury menswear online retailer Mr Porter has launched a new shoppable Mr Porter app, exclusively available on Apple TV and a first in luxury content and commerce.

Mr Porter for Apple TV, specifically designed for tvOS, will enable customers to shop from award-winning video content from over the last five years of Mr Porter’s weekly shoppable digital magazine, The Journal. The content will be updated regularly with the latest short films and exclusive video from each issue. Highlight films range from insider-knowledge on ‘Tokyo’s Best Kept Secret,’ and informative tutorials as ‘How to Iron a Shirt,’ through to behind-the-scenes access with ‘24 Hours with…Public School.’

“As we aim to create innovative new omni-channel retail experiences by combining TV and e-commerce, we couldn’t be prouder of the Mr Porter team: the vision of shopping luxury via Apple TV is now a reality,” said Federico Marchetti, CEO of Yoox Net-A-Porter Group. “We are excited that Mr Porter is among the first to give luxury customers a great new way to shop.”

Jeremy Langmead, brand and content director at Mr Porter, added: “As our customers have always had the ease and opportunity to shop directly from the digital pages and video-series of The Journal, we’re now thrilled they’ll be able to connect their shopping experience with the viewing-pleasure of video series and short films within Apple TV’s network of innovative channels and first rate content.”