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NEW VISION: Net-a-porter on Monday will release The Icons edit, and a campaign highlighting the fashion industry’s avant-garde leaders, chosen under the direction of Brigitte Chartrand, the e-tailer’s chief buying and merchandising officer since last summer.
Featuring key spring 2026 looks from Rick Owens, Maison Margiela, Dries Van Noten, Sacai, Comme des Garçons and Junya Watanabe, the edit aims to showcase a renewed focus by the e-tailer on directional runway fashion and designers who challenge convention.
Net-a-porter The Icons campaign.
“Expanding our offering and bringing back some of the most influential and iconic designers of today was a key strategic decision when I joined Net-a-porter,” said Chartrand, who is known for championing emerging talent and pushing experimental luxury at Ssense and through her former Montreal boutique Reborn.
“Their authentic voice and innovative approach to design brings a point of differentiation and strength to our curation that many customers can appreciate,” Chartrand added.
The campaign is the latest example of Net-a-porter’s swiftly executed turnaround plan led by president Heather Kaminetsky.
Net-a-porter The Icons campaign.
As reported, Kaminetsky has been “reigniting the magic,” rebuilding a profitable, full-price business and sharpening the focus on product, service and storytelling.
Kaminetsky told WWD earlier that she is putting the high-spending EIP client at the center, expanding personal shopping, hosting trips and intimate events, and creating “secret shops” of exclusive product, while also wooing lapsed customers with same-day delivery in key cities and renewed editorial energy via Porter, the magazine.
Net-a-porter The Icons campaign.
She has also rehired Claudia Plant, Net’s first employee and cofounder, as chief brand and customer officer, in addition to bringing Chartrand to double down on runway looks, key trends and a mix of heritage and emerging labels.
It was revealed last month that Net-a-porter is working with three independent labels — Kallmeyer, Colleen Allen and Heirlome — as part of its annual mentorship program, The Vanguard, which is dedicated to championing the next generation of designers.
The Vanguard will offer each brand one bespoke mentorship and strategic business guidance, as well as dedicated campaign support to spotlight their spring 2026 collections.
