nikita karizma




Porter Magazine by Net-a-Porter

Net-a-Porter launched its eagerly awaited print magazine Porter this week which won over critics and women globally in a phenominal launch. The industry were very skeptical over how Net-a-Porter would launch a print product being an online business, into a market that is heavily saturated and with such high advertising fees. Natalie Massenet, the CEO of the Net-a-Porter group confidently and successfully launched her print magazine which is now set to rival Vogue. Watch the full interview below of The Business of Fashion's Imran Amed, speaking to Net-a-Porter founder Natalie Massenet, editor-in-chief Lucy Yeomans, and VP of Publishing & Media Tess Macleod Smith, on the occasion of the launch of Porter magazine.

 giselle porter magazine

Gisele Bundchan, amazonian beauty, graces the cover of Porter Magazine's first issue.

In addition to their magazine they launched the I am PORTER app allowing millions of women worldwide to feel like a Porter cover girl, allowing them to publish photos of their personal cover on social media for a genius social media marketing campaign. #iamporter



The first issue features Manolo Blahnik on shoes, Eva Herzigova on her tuxedo style, and Victoria Beckham on technology. Gucci, Giorgio Armani, Dolce & Gabbana and Burberry lead the high-end advertisers, with extortionate fees that have rivalled US Vogue. Supermodels gracing the pages include Claudia Schiffer, Penélope Cruz and Karlie Kloss. The 284-page Porter has launched in 220 cities and 60 countries this week. Porter is revolutionary because it is the creation of not of a publishing house but a luxury retailer, Net-a-Porter. The editor in chief that Natalie Massenet appointed was the previous editor in chief of Harpers Bazaar magazine, Luxy Yeomans. "Shop Porter with the Net-a-Porter app" is subtly included at the bottom of most pages with further links from the digital version of Porter leading straight to the designers own online stores, making the transition into sales very desirable for advertisers. The company have a strong understanding into the social media and digital fashion world, realising that now the supermodels are letting you into their natural settings through instagram and twitter. This was the reasoning behind their first cover portraying a very vulnerable and natural Gisele Bundchan.

Enjoying reading Porter!

By Nikita Karizma