NET-A-PORTER
Bringing a culturally credible art collective into luxury, long before it was an obvious move.
→ Culture
Fashion illustration had a default look. The whimsical, elongated figure, a shorthand so overused it had stopped meaning anything. NET-A-PORTER sold incredible clothes to women who were ahead of the curve, and its visual language no longer matched them. The opportunity was to treat the customer as someone genuinely curious, rather than flatter her with the familiar.
→ Creativity
We commissioned eBoy, the German collective who pioneered pixel art. A deliberately unexpected choice for a luxury fashion house, replacing the tired illustration trope with something graphic, digital and culturally knowing. It was a bet on a visual language most of the category considered too playful for luxury.
→ Commerce
The work signalled a brand confident enough to take a visual risk its competitors wouldn't, treating cultural credibility as worth more than convention. eBoy were already pioneers when we chose them. Louis Vuitton commissioned the same collective later, which confirmed the read early.