In the ongoing battle between online and offline models of retail, exclusive deals with some of the most coveted designer brands and labels have increasingly become a mainstay of high-end fashion websites.
The latest online platform to make use of this opportunity is Net-A-Porter, who has inked a collaborative deal with French luxury fashion label Balmain for an exclusive high summer capsule collection.
Inspired by “the glamour of Cannes, St Tropez and the French Côte d’Azur,” the collection boasts of pieces evocative of Balmain’s fierce and sensual styles.
The limited-edition range comprises of both evening wear pieces as well as daytime essentials. Sequined one-shoulder dresses, camisole tops and full-length dresses with side slits make up the former whilst, high-cut body suits, white shorts and shirts serve the latter.
“Balmain has such a strong legacy and brand DNA, and I love that Olivier has interpreted this solely for the NET-A-PORTER customer. The collection makes the perfect summer capsule wardrobe, covering everything from your off duty look to full-on evening glamour,” Elizabeth von der Goltz, Global Buying Director at Net-a-Porter, said in a statement.
Details such as Breton stripes and crisp navy blazers in white crepe with gold details are the highlight of the collection which essentially aims to build upon traditional House silhouettes and Olivier Rousteing’s strongly modern DNA.
The collection is already available for purchase, exclusively at Net-a-Porter. Prices range from 195 pounds (approximately 260 US dollars) to 5365 pounds (7143 dollars).
Collaborative collections with designers are a new concept being explored by many online based retailers including MyTheresa and Net-A-Porter.
These websites leverage their advantage over traditional brick and mortar stores by being able to target their huge pool of global customers. In the past, same pieces from the usual designers being available at multiple online sites proved to be very competitive but as the luxury consumer market heats up, it has become vital for online retailers to come up with new and innovative elements that are exclusive to their consumer base.