Behind Why Net-a-Porter.com Launched a Print Magazine

Feb 19 2014 - 11:40am

If you've already changed how women shop online with Net-a-Porter.com, changed how men shop online with MrPorter.com, and changed how women shop online for sale items with TheOutnet.com, what do you do next? If you're Natalie Massanet, you launch a new print magazine, Porter, flying in the face of conventional wisdom about the death of print publishing. Along with editor in chief Lucy Yeomans, they created a new quarterly fashion magazine that cannily uses their digital shoppers as a source of feeback on what they are interested in reading, as well as putting some of the top designers in the world to work as writers.

In an intimate breakfast for editors and bloggers, Massanet and Yeomans walked us through the evolution of the magazine and the dynamic first issue. It all stars with the idea of "Incredible Women" – how they shop, how they travel, and how they spend their leisure time (which includes reading print magazines!) Stories to look out for include the intimate cover snaps of Gisele Bündchen by Inez Van Lamsweerde and Vinoodh Matadin, features by Alber Elbaz and Karl Lagerfeld, and the first editorial of Uma Thurman [1] with her daughter. As Yeomans told us, she wants to "arm women to be the best they can be." And that even means including fashion that isn't available on Net-a-Porter.com! The magazine has a brand new concierge service to help you track down the pieces in the issue if they aren't on the site, and the digital edition has a handy section of look-alike pieces from the site to help you shop. Find out more here, and download the first issue for yourself. [2]

Gisele Bündchen

As photographed by Inez and Vinoodh.

Source: Courtesy of Porter [3]

Porter's Debut Cover

Source: Courtesy of Porter [4]

Natalie Massenet and Lucy Yeomans

The Net-a-Porter.com founder and editor in chief walk us through Porter.

Source: Courtesy of Net-a-Porter.com [5]

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