Mr Porter launches collection with Brunello Cucinelli

By

Sandra Halliday

Published
Sep 12, 2018

YNAP’s luxury menswear e-tailer Mr Porter has on Wednesday launched a “special project and story” with the debut of an extensive 60 piece day-into-evening transitional wardrobe from Brunello Cucinelli, available on the site and as a special Journal story publishing on Thursday.

The collection spans 35 pieces of ready-to-wear, plus eight footwear items and 17 accessories – all designed with what we’re told is Brunello Cucinelli’s “understated, relaxed and luxe approach to everyday dress and multi-generational style.”

But it’s the Journal story that’s perhaps more interesting here as it’s part of the whole storytelling approach to marketing the products it sells that has helped to make Mr Porter such a strong player in luxury menswear e-tail. Mr Porter has backed up plenty of recent launches with editorial insight into the brand history, the creation of the product or simply how best to wear the items. 

The company said that the story “celebrates the day in the life of two Italian fencers, both of different generations, whose sport and style inform their day into evening and overall approach to life.”

Mr Porter’s buying director Fiona Firth said the “special project” features a collection that is “all-encompassing, and features pieces that transcend well beyond seasons, trends and generations.”

The pieces the company expects to make the biggest impact include shearling outerwear in aviator and double-breasted styles; plus signature and sporty knitwear, from a colour-block cashmere zip-up cardigan to a contrast-tipped mélange cable-knit roll-neck sweater. There is also “luxe soft tailoring” in corduroy and wool and a variety of everyday shoes and leather bags to round out the wardrobe.