Net-a-Porter and Draper James to launch capsule collection
Traditionally a forum for luxury brands online, Draper James hits a more relaxed, lifestyle-inspired consumer that Net-a-Porter is going after recently. The recent collaboration with Gwyneth Paltrow's Goop, combined with this new Draper James capsule launch, suggests the online retailer seems to be signalling a strategic change.
Lower price points hovering around $150 suggest Net-a-Porter is trying to capture a lifestyle consumer with more everyday pieces compared to its historic fashion forward assortment.
With respect to the Draper James collaboration, Witherspoon was very involved in designing the capsule collection. Lisa Aiken, Net-a-Porter's Retail Fashion Director, noted that she helped develop the collection and would Skype in for design meetings as well.
Known for capturing the preppy, Southern lifestyle, Witherspoon spoke pointedly about the direction for the Net-a-Porter collaboration. She said, "the inspiration was a summer garden party, with all the dresses you end up buying in the summer to go to weddings and in the South to go to steeple chases."
The capsule collection will feature dresses with flamingo prints, summery blouses and skirts, rompers and shorts. It also features straw bags and accessories with pineapples and flamingos. Pieces start at $150.
This is Draper James' first wholesale partnership. Previously the product has only been available in store or online direct to consumer. The Draper James capsule collection launches on Net-a-Porter on May 10.
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