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NET-A-PORTER
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HIGH SUMMER 22 ‘THE ART OF ADVENTURE’
LAUNCH: MONDAY 9TH MAY
REGION: GLOBAL
LINK: https://www.net-a-porter.com/shop/the-summer-shop
ADDITIONAL INFORMATION :
Key Messages:
‘The Art of Adventure’:
Launch of NET-A-PORTER’s High Summer 22 Campaign ‘The Art of Adventure’
Running during the peak summer travel period, May - August, ‘The Art of Adventure’ campaign responds to the resurgence in customers’ vacation plans and their interest in travel and adventure
We aim to help our audience navigate the stress of holiday planning and packing by equipping them with unique travel advice together with our expertly curated vacation wear edit
Partnership with Plum Guide and PORTER City Guides:
For this campaign, we have partnered with Plum Guide, a luxury travel platform that combines tech, data and expert human curation to select the world’s most remarkable holiday homes
Leveraging Plum Guide’s unique data insights into the most popular vacation destinations for 2022, we provide our global community with a series of informative travel guides via PORTER
The travel guides focus on the following cities:
Rome (Italy) – 9th May
London (including Cotswolds as a trip from London) – 16th May
Venice (Los Angeles) – 23rd May
The travel guides include Plum Guide’s must-see homes together with NET-A-PORTER’s must-pack edits
Together, NET-A-PORTER and Plum Guide provide the ultimate one-stop-shop to help audiences embark on their next adventure
HS22 Core Moments:
‘The Art of Adventure’ campaign celebrates the warm weather season across three core moments:
HS22 Campaign launch – 9th May
Summer Event Dressing and Modern Bride – 30th May
Late Summer Dressing – 4th July
Kindly note, the campaign imagery for Summer Event Dressing, Modern Bride and Late Summer Dressing will be sent in separate directives
Customer Insights:
Based on current trends and bestselling styles
*Not to be attributed to a spokesperson, the below should be used on background only and credited to NET-A-PORTER*
Bright colours: A trend we’re currently seeing across all categories, including eveningwear, beachwear, jewelry and ready-to-wear
The appetite for vivid colours is unwavering
Bestsellers include:
Dries Van Noten’s silk and fringe tops and dresses. Top items include the ruffled silk-cloqué mini dress and asymmetric fringed crepe blouse
Jacquemus’ orange Bahia draped knotted midi dress. Pink has also been the bestselling shade within its HS22 exclusive.
The theme for bright colours continues into eveningwear, with Taller Marmo’s HS22 exclusive capsule being incredibly popular, particularly its Ubud feathered maxi dress in green
Within beachwear, customers are loving shirts, tops and dresses by Faithfull The Brand, Loretta Caponi and Zimmermann, in particular printed shirts in fun bright colours
And within jewelry, we’ve seen success from Jia Jia’s colourful crystal charms and Chloé’s alphabet necklaces
Transitional Jackets: Are incredibly popular right now, as customers continue to buy now wear now, e.g. bombers, such as Sacai’s khaki shell version, Toteme’s blazers and Loewe’s denim jacket
Shoes:
Platforms: Showing that our customers are dressing up again – D’Accori’s Belle platform in green is a bestseller
Sandals: Are the number one category; key styles include Louboutin’s ‘Manola’ metallic leather sandals.
We’re also seeing a trend for everyday flat sandals, e.g. Birkenstock 1774 x Manolo Blahnik in black leather and blue velvet are proving particularly popular
We’ve also seen a great reaction to more muted colours within everyday styles. For example, Chloé’s Woody canvas slides, Aeyde’s Amanda leather mules in cream and A Emery’s Vivienne sandals in black
Bags:
As we move into HS22, we’re seeing a surge in appetite for raffia bags, from Loewe and Saint Laurent, as well as for Chloé’s cotton canvas tote
The trend for bright colours continues with bags, as we’ve seen an appetite for summery bright pieces, such as Bottega Veneta’s bright green ‘Loop’ bag and Isabel Marant’s ‘Skano’ belt bag in metallic pink
Accessories:
Customers are shopping for tan accessories, e.g. leather belts
Straw hats, e.g. Gucci, Brunello Cucinelli and Valentino
Jacquemus’ bucket hat within the HS22 exclusive
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2022.05.09