Tuesday, 17 December 2013

Presenting PORTER published by NET-A-PORTER.COM February 2014! Xx

So PORTeis soon to be Launched 
- February 2014 in fact.   
It is the first fashion magazine from THE NET-A-PORTER GROUP’s 
new Publishing Division. A division set up to publish world 
class content across all consumer media platforms targeted 
at a 'global luxury audience'.

Take a look at the film on YouTube revealing its
crisp new Logo Designed by Robin Derrick (below) for Spring Studios. 

It is an 'elegant take on a traditional typeface 
and is drawn with open letters, horizontal 
hairline serifs and contrasting thick and thin swooping strokes'.
And the hand model reflects this - ultimately elegant - with precision manicure
in a perfect red with elegant expensive jewellery.
She lays out the letters with absolute precision to 
a Classical Orchestral 'plink-plonking' Composition.

“I loved the choice of the name and I could immediately see its potential” states Robin. 
“PORTER is of course the French verb ‘to wear’ and ‘to carry’,
 so what could be more appropriate for a magazine 
that is able to deliver fashion to your door?  
NET-A-PORTER.COM has a hard earned and trusted reputation 
for digital innovation, beautiful fashion curation and fulfilment. 
PORTER is positioned in that tradition. The branding for the logo 
was designed to make the magazine look like it had been on the 
shelf for fifty years and the challenge was to make it look both classical 
and also capture the digital newness of the brand all at the same time. 
The capital height lower case ‘e’ is given an italic emphasis 
to feminize the design and is a subliminal 
wink towards the online functionality.”

The strap lines: 

'The worlds best fashion beauty travel and culture'

'The modern must have for the stylish intelligent woman of the world'

'Taking you from page to closet in one touch'

'More than a magazine an ultimate fashion  experience'

The Images:

This YouTube film Introducing us to the Logo definitely shows
a magazine for a very grown up and well appointed woman!!
But a tad too traditional, and dare we say it 'Old School'
 for us here at Sparkle Style.
We understand they had to work to a brief of making
'the magazine look like it had been on the 
shelf for fifty years' but perhaps
we don't see any capturing of 'digital newness' here,
apart from the lowercase 'e' - and even that is
in the very classical italic style.
However knowing the very talented NET-A-PORTER team, I'm sure
it's the admen that have made them go all 
totally purist on us, 
over keen to capture their 'global luxury audience',
and hopefully the actual magazine will be 
much more Adventurous, Creative,
 Fashion Forward, Relevant and even Interesting! Xx

 PORTER will be published six times per year covering fashion 
alongside art, culture, beauty and travel.
 With global distribution at the newsstand and via subscription on      
NET-A-PORTER.COM the magazine will bring together world-class editors, 
writers, stylists and photographers 
under the leadership of Editor-in-Chief, Lucy Yeomans (above).
“The name PORTER lies at the root of the NET-A-PORTER.COM 
brand but also, with its different pronunciation PORTER [pawt-er] 
has a dash of independence,” states Lucy Yeomans.
 “I love the name PORTER because I see it not just as the name
 of a magazine but also the name of a strong, 
stylish and adventurous woman of today. 
When it comes to everything we are doing, visually, 
tonally and content-wise, we are focusing on this 
dynamic woman of the world who has an appreciation for tradition
 and heritage yet also a passion for what the future holds. 
Bringing a new magazine logo into the world is exciting.
 Robin and I wanted it to feel incredibly modern while
 also resonating with a reader who has 
been in love with fashion magazines for years.”

 Above Natalie Massenet at the British Fashion Awards
attending as Chairman of the British Fashion Council
Alessandra Rich spring 2014 white scallop lace dress 
with Alexander McQueen clutch

Natalie Massenet and Mark Sebba (above) are respectively 
Founder and Executive Chairman and 
which became part of Richemont International in 2010.
the Group includes NET-A-PORTER.COM,
 the women’s premier online luxury fashion retailer,
 THEOUTNET.COM, the most fashionable fashion outlet
Net-A-Portrait: (from left) Lucy Yeomans, Alison Loehnis, 
Toby Bateman, Natalie Massenet, Richard Lloyd-Williams, 
Mark Sebba, Ian Tansley, Holli Rogers, Stephanie Phair 
and Jeremy Langmead (Picture: Rory Lindsay for the Standard)
Check out Karen Dacre's Piece in the Standard February 2013

'The Net set: meet the team who persuade you to 

spend £500 every time you log on to Net-A-Porter'

Until next time J Xx

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