MR PORTER TO RELEASE EXCLUSIVE BALENCIAGA COLLABORATION

Online menswear retailer Mr. Porter and its sister e-tailer Net-A-Porter, will release a special collaboration with Paris-based Maison Balenciaga on Monday, January 22.

The launch marks the first time Balenciaga has collaborated on dual men’s and women’s exclusive collections with a retail partner under creative director Demna Gvasalia. Both sites will carry ready-to-wear, bags, jewelry and accessories in limited-edition colorways and prints across archetypal styles from the spring/summer ‘18 runway show.

Mr. Porter’s selection will consist of 34 pieces with a focus on outerwear and sweaters; many of the ready-to-wear pieces are embroidered with the new-and-already-iconic “BB Mode” logo. Mr. Porter will also launch an exclusive version of the Triple S sneaker in green, and two Speed Sock sneakers with “BB” detailing.

Net-A-Porter’s offering comprises 53 pieces ranging from jersey tees and hoodies to printed woven shirts and dresses, plus outerwear and denim including two jean styles and a jacket. The iconic Pantashoe is produced in an exclusive cobalt blue with a striking metal chain print, while key accessories include quilted aluminum bags with chain straps, the cult Knife bootie and the Speed sneaker in a grey colorway only available on Net-A-Porter.

Both capsule collections will launch with one joint social and digital campaign shot and styled by Balenciaga collaborators Johnny Dufort and Lotta Volkova, with creative direction from Net-A-Porter and Mr. Porter’s in-house teams. The campaign is inspired by and features Balenciaga fashions worn in everyday situations and was shot in the London-based headquarters of Net-A-Porter and Mr. Porter on staff members from across both businesses.

“Balenciaga is one of the most exciting brands in luxury fashion, and we are honored to collaborate with the house,” said Alison Loehnis, president of Net-A-Porter and Mr. Porter. “This project was a wonderful partnership and a first of its kind with Balenciaga’s campaign creators, Johnny Dufort and Lotta Volkova, photographing and styling our own teams wearing the exclusive collections against the backdrop of our offices. With Johnny’s keen observational eye and Lotta’s signature undone glamour, this campaign represents a true behind-the-scenes glimpse into the world of Net-A-Porter and Mr. Porter through Demna’s Balenciaga lens.”

“We are very happy to collaborate on this unique project between Balenciaga and Net-A-Porter and Mr. Porter,” added Cédric Charbit, the chief executive officer of Balenciaga. “There are only a few online pure players that can make it happen.”