The first part of Net-a-Porter's magazine initiative — a free online weekly called the Edit — made its debut on the site earlier today. The inaugural issue, put together by editor-in-chief of Net-a-porter.com Lucy Yeomans, features Natalia Vodianova as photographed by Paolo Roversi on its cover, and includes articles on spring's white trend, Sofia Coppola's style, cocoon shapes, and Intelligence Squared's global CEO Yana Peel. According to WWD, every issue will be 30 pages long and the editorials will be shoppable. Though it's only available in English for now, Net-a-Porter plans to release the Edit in French, Mandarin, and German.
Next week, a one-off Collections Special (104 paper pages for 100,000 "top customers") comes out. And Net-a-Porter's big, yet-to-be-named print project will be ready this fall. Meant to compete with Vogue and Harper's Bazaar, the 300-page magazine — price also TBD — should publish four to six times a year. And there's going to be an app for that, of course. Aside from that, WWD has little info, but:
Yeomans said it is evolving on a daily basis. She said it will showcase fashion "in context" alongside stories on art, culture and politics. "Print allows us to offer a more in-depth experience," she said, adding that she will be shooting a mix of brands, some of which are not stocked on Net-a-porter.
"We have an extraordinary customer base and we have to make sure we are looking after their needs, and that means bringing in the best of everything out there," said Yeomans. "And I do think there is a place for a new global magazine, a slice of international culture and style."
On the shelf wedged between Anna and Glenda, not cavorting with the Opening Ceremony Annuals.
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