MR PORTER TAPS 14 FRENCH BRANDS FOR NEW CAPSULE PROJECT

Online menswear retailer Mr Porter will launch its newest project, “Vive La France”, an array of exclusive capsule collections inspired by the lifestyle and culture of France.

Launching on June 20, the “Vive La France” capsules are modern-day interpretations of four distinct thematic segments – Savoir-Faire, Parisian Street, Nouvelle Vague and Bleu de Travail – from a host of 14 French casualwear brands, including Ami, Officine Generale, Hartford, Maison Kitsuné, Holiday Boileau, Arpenteur, J.M. Weston, Lacoste, Armor Lux, Bleu De Chauffe, Husbands, De Bonne Facture, Maison Labiche, and Le Mont Saint Michel.

Each brand has created a collection unique to its own idea of iconic French culture, resulting in more than 147 products across clothing, shoes and accessories. Together, they comprise Mr Porter’s homage to a nation famous for its formidable elegance, effortless style, heritage and craftsmanship.

Within the “Vive La France” collection, Mr Porter will introduce four new brands to site including Paris-based Maison Labiche, De Bonne Facture, Husbands, and Brittany-based Le Mont Saint Michel. These will sit alongside 10 existing French brands currently on offer at Mr Porter.

“Following on from our successful ‘Made In California’ capsule collection in 2017, our natural next step was to focus on another key market for Mr Porter – and it was an easy decision to pay tribute to France,” said Toby Bateman, managing director at Mr Porter. “Our casualwear business has grown over the years, and much of this is due to the incredible French brands coming to market. Mr Porter likes to give our global customer truly exclusive product, and working 14 brands – who offer such an array of authentic aesthetics – is the perfect way to do so.”

“Vive La France offers a deeply established set of French brands, from the larger global-driven brands to the small manufacturers focused on hand-craftsmanship, and each brings their own distinct flair and viewpoint to the overall exclusive collection,” added Fiona Firth, buying director at Mr Porter. “It’s been an extremely collaborative working process from both the brands and Mr Porter, and we look forward to seeing our customers’ reaction once it launches!”