The award-winning online retail destination for men’s style, MR PORTER, recently launched the “Vive La France” campaign. It comprises an array of exclusive capsule collections inspired by the lifestyle and culture of France. Since launching in February 2011, MR PORTER has established itself as a global retail player with an extensive product offering from the world’s best menswear and lifestyle brands, including their own labels Mr P and Kingsman.
The “Vive La France” capsules are modern-day interpretations of four distinct thematic segments: Savoir-Faire, Parisian Street, Nouvelle Vague and Bleu de Travail. A total of 14 French casualwear brands are participating in the offer. Each brand has created a collection unique to its own idea of iconic French culture, resulting in more than 147 products across clothing, shoes and accessories.
“Following on from our successful ‘Made In California’ capsule collection in 2017, our natural next step was to focus on another key market for MR PORTER – and it was an easy decision to pay tribute to France. Our casualwear business has grown over the years, and much of this is due to the incredible French brands coming to market. MR PORTER likes to give our global customer truly exclusive product, and working with 14 brands – who offer such an array of authentic aesthetics – is the perfect way to do so,” said Toby Bateman, Managing Director, MR PORTER.
Of the 14 brands on offer, ten are established brands: AMI, Officine Generale, Hartford, Maison Kitsuné, Holiday Boileau, Arpenteur, J.M. Weston, Lacoste, Armor Lux, Bleu De Chauffe. The other four brands are debutants on MR PORTER: Paris based Maison Labiche, De Bonne Facture, Husbands and Brittany based Le Mont Saint Michel.
Fiona Firth, Buying Director at MR PORTER, said, “Vive La France offers a deeply established set of French brands, from the larger global-driven brands to the small manufacturers focused on hand-craftsmanship, and each brings their own distinct flair and viewpoint to the overall exclusive collection. It’s been an extremely collaborative working process from both, the brands and MR PORTER, and we look forward to seeing our customers’ reaction once it launches!”