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Net-a-Porter in campaign tie-up with Stella McCartney

Luxury online fashion retailer Net-a-Porter.com has reached a partnership with British fashion brand Stella McCartney to launch a multiplatform ad campaign promoting its winter collection.

Launching today (September 19), the campaign was custom-built by Net-a-Porter’s in-house mobile team. It was designed to reflect ‘the playful spirit of the Stella McCartney label’.

The campaign invites users to engage with the brand via a desktop PC or the Net-a-Porter iPad and iPhone shopping apps, with all of the elements tailored to each platform.

The campaign was inspired by the textures and graphic elements featured in Stella McCartney’s winter collection and campaign.

Users can interact with a series of Perspex shapes which can be moved on screen by tapping or tilting their mobile device, directing the consumer to the Stella McCartney product page where they can shop. On a desktop, selected images will be re-skinned onto the homepage background.

Each time a users reloads the page, they will be exposed to a new advertising image in different units on the homepage.

“Showcasing digital innovation in a luxury space, this campaign underlines our creative and technical strength across multiplatforms as well as the unique position we enjoy as a hybrid media player and e-tailer,” says Net-a-Porter vice-president publishing and media Tess Macleod-Smith.

Jenni Baker, London