Net-A-Porter launches entertainment-first global campaign
Net-A-Porter has launched a new global campaign that not only marks a new season but also a reopening in large parts of the world as vaccinations allow tentative steps back to normality.
The campaign is called Ready-to-Wear? and is meant to be a “rousing call for fashion fans around the world to return to the joy of dressing up as we begin to look to a brighter future.”
The company said it’s celebrating personal style and the campaign “comes at a symbolic moment, when customers are beginning to embrace a sense of freedom and delighting in a new chapter ahead”.
It’s the brand’s first fully interactive campaign and takes an “entertainment-first” approach with “the merging of fashion, social video platforms and music, brought to life through a series of expressive and vibrant films”.
The campaign stars “a diverse cast of female creatives, choreographers, dancers and models” and has a soundtrack from artist Kullah’s H.E.R, who also curated a Spotify playlist for the e-tailer to reflect the overall mood of the creative.
There’s also a hashtag challenge, #AreYouReadytoWear, running via TikTok, encouraging viewers and its community at #TheNETWORK “to become a part of the campaign themselves”.
It will be seen globally across video-on-demand, social and online and will run on the luxe e-stores channels, including Instagram, YouTube, Facebook and its new Livestreaming series.
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