Fit to Print
No longer only virtual, Net-a-Porter celebrates its new magazine
"A Celebration of Incredible Women" are the words stamped across the debut issue of Porter, online luxury retailer Net-a-Porter's new foray into print editorial. The guest list at last night's launch party at the Standard, East Village had no shortage of such ladies. NAP founder Natalie Massenet and Porter's editor-in-chief Lucy Yeomans greeted the likes of Jenna Lyons, Estelle, and Erin Wasson. As for their decision to put Gisele on the mag's Inez & Vinoodh-lensed cover, "What's not right about a woman who manages a business, is a wife, mother, philanthropist, and looks beautiful without makeup?" Massenet asked.
Gisele couldn't attend the bash—too busy being master of all she surveys, we assume. But a bevy of other stand-up supes did. Karolina Kurkova, who opened the Cushnie et Ochs show earlier in the day, revealed that she became an online shopping convert after having her son. "As a mother, online is the way to go. You can do it in bed, late at night, at the airport…it saves you quality time that you can spend with your family." Agyness Deyn, in town from L.A. to promote her new menswear-inspired women's range, was also a digital shopping skeptic—until she figured out the return process. "If it doesn't fit, you can just send it back. At first, I was like, You can do that?" she deadpanned.
Speaking of online shopping, why did a virtual retailer decide to launch an editorial magazine—and a print one, at that, in 2014? "At the 2006 WWD CEO Summit, I talked about magazines becoming stores, and stores becoming magazines. I haven't deviated from that," Massenet, a former editor, asserted. Yeomans also weighed in: "All I want to do as an editor is to give women what they want. And right now, they still love print."