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Net-a-Porter’s New Campaign Is an Ode to Street Style Around the World

The luxury retailer tapped six women from across the globe to showcase how their home cities have influenced their personal style.


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Every city—however big or small—has an identity. And that identity, sooner or later, starts influencing our choices—whether it’s the food we eat, the music we listen to, and of course, the way we dress. And it is exactly this uniqueness—of some of the world’s most beautiful cities and their most stylish residents—that Net-a-Porter is celebrating with its latest campaign.

The online luxury retailer tapped six inspiring women—among which 90s supermodel Kirsty Hume, model Alejandra Smiths, DJ Soma Kim, and photographer Tony Gum—to showcase the fall/winter 2020 collections in their own distinct ways. The goal of the campaign is to examine how the neighborhoods they live in, in places such as California, Costa Rica, London, Barcelona, and Seoul, have influenced their personality and “how dressing up plays a part in building our characters.“

Related: How to Stay Stylish and Comfortable, According to Net-a-Porter’s Global Buying Director

The result is stunning not only because the ladies are wearing some of the chicest pieces for the upcoming season by the likes of Saint Laurent, Gucci, Bottega Veneta, and Isabel Marant, but also because we get a glimpse of their home cities’ own identities reflected in their choice of outfits.

“London is such a fast-paced, wild kind of city and it never stops moving […],” said London-native Jameela Elfaki, photographer and editor in chief of Azeema magazine. She was photographed in her apartment wearing a gray two-piece suit over a white shirt and Veja sneakers. “My background probably has influenced the way I dress in some way. My mom is super active and outgoing, so I think some of that has rubbed off on me.”

“There is something quite magical about the way fashion can make somebody feel. Whether that’s putting on an incredible dress or your favorite pair of heels. And I think it is important, every now and then, to dress up,” she added.

Needless to say, this year has been extremely challenging for people and industries around the world. In fashion, there has been a huge shift from trend-driven to item-driven shopping with a focus on key wardrobe pieces.

“There is an emphasis on ‘back to luxury’, with functionality being the top importance,” said Elizabeth von der Goltz, Net-a-Porter’s global buying director. “We’ve noticed our customers have been looking for maximum impact with minimal effort. The ‘new normal’ consists of pieces with versatility, and a relaxed and casual attitude to dressing that feels elevated, but still comfortable.”

Related: Net-a-Porter Now Selling Some of the World's Most Coveted Watches

Net-a-Porter’s new campaign launched globally on Sept. 7. And here, peruse von der Goltz’s top five must-have pieces for this fall.

Paco Rabanne Gold-Tone and Acrylic Bracelet

To buy: $520,

Khaite Suede Ankle Boots

To buy: $990,

Saint Laurent Suede-Trimmed Shearling Cape

To buy: $5,715,

Bottega Veneta Cassette Chain-Embellished Padded Intrecciato Leather Shoulder Bag

To buy: $3,800,

Gabriela Hearst Nitsan Crocheted Cashmere Cardigan

To buy: $2,100,


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