Mr Porter, Loro Piana launch first exclusive capsule collection

By

Sandra Halliday

Published
Nov 17, 2020

YNAP’s luxe menswear webstore Mr Porter is continuing its exclusive link-ups and has unveiled its first collab with Italian luxury label Loro Piana. The two have this week launched a 10-piece capsule collection.

The collection is built around the label’s “unique interpretation on classic blue denim” and features high-end wools, jerseys, cottons and cashmeres to make functional outerwear, knitwear, and shirting. Shoes are also part of the offer with suede-trimmed denim loafers.

Hero pieces include a virgin wool-blend denim bomber jacket and a reversible quilted virgin wool-blend denim and cashmere gilet, both made with Loro Piana’s Storm System technology.

The marketing behind the campaign on the website includes a dedicated Journal story about landscape painter Andrew Gifford “whose commitment to his art is reflective of Loro Piana’s ongoing dedication to high-quality craft and textile innovation”.

As luxury labels become more focused on e-sales, e-tailers operating in the segment are keen to differentiate themselves with a larger number of exclusives being launched and Mr Porter has been very active in this area.

As well as its own exclusive Mr P seasonal collections, it also recently linked up with a large number of Italian labels for a series of exclusive Italian Masters capsules, as well as working with 14 eyewear labels on several exclusives.