Yoox Net-a-Porter Group
The Italian luxury online retailer was about to expand its business in the U.S. market. In Europe, the business had gained notoriety for its out-of-season stock and partnerships with brands like Giorgio Armani and Valentino in operating their mono-brand stores. To appeal to an American audience, it would need content-driven digital commerce.
Yoox Loves USA — Fall/Winter 2011
Sophia J. Gonzalez worked with Yoox to position the brand as the top-of-mind online luxury destination for American shoppers. The result was Yoox Loves USA, a five-part series in 2011 designed to shine a light on the most exciting names in American fashion. Gonzalez curated the shopping galleries, wrote the campaign copy, and oversaw the styling as part of the initiative. The culmination of three years’ work for the Italian retailer, Yoox Loves USA remains one of Gonzalez’s favorite projects to date.
Highly innovative forms and lines abound in Shape Shifter, the third installment in our Yoox Loves USA series featuring the best American trends and designers. From spliced wool blazers to hip-extending dresses, Shape Shifter casts the spotlight on a fall lineup of looks that is unexpected and yet… so right.
Excerpt appeared on The New Yooxer.
Installment in Yoox Loves USA series.