Net-A-Porter Launches Magazine: ‘Porter’

{Image via Net-A-Porter}

{Image via Net-A-Porter}

We know to buy Vogue to see the newest fashion trends, and to take to the Internet or the mall to get them. But New York Fashion Week those traditional lines between publication and retailer blurred with the launch of a new fashion magazine, Porter.

Published by famous Internet retailer , the first edition of of the luxury brand magazine boasts Giselle Bündchen on its cover and includes interviews with stars such as Uma Therman and Julianne Moore. Its editorial content, with titles like “When Uma Came to Stay,” is placed among the 282 pages of photo spreads and advertisements.

The difference between Porter and the fashion publication staples like Vogue is ads and photo spreads that include fashions the reader can only find on Net-A-Porter online, through the mobile app or the websites of Net-A-Porters retailers. Its February launch marks a streamline between traditional publishing and shopping; the marriage providing a luxury partnership far more editorialized than a common catalog.

In an interview with The Wall Street Journal in February, founder and executive chairwoman of Net-A-Porter Natalie Massenet said of the online retailer’s move to print publication: “these are women who love fashion magazines, but 60% of their purchases are online.”

It won’t come cheap though. The Net-A-Porter team is aiming to attract the upper echelon buyer, selling for $9.99 on a newsstand and $48 for six issues published every two months. Compared to Vogue, Porter is four dollars more.

The online version was made available Friday the 14th, and makes it easy for readers to click and shop.

By Kelly Brand






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