March 31, 2021 – To mark the new season, today NET-A-PORTER launches its new global campaign ‘Ready-to-Wear?’ Offering a refreshing and playful take on the brand name, ‘Ready-to-Wear?’ is a rousing call for fashion fans around the world to return to the joy of dressing up as we begin to look to a brighter future.
The ‘Ready-to-Wear?’ campaign celebrates personal style and brings renewed focus and energy to NET-A-PORTER’s core mission: to bring joy to its community of incredible women through the mood-lifting and transformative power of fashion. It comes at a symbolic moment, when customers are beginning to embrace a sense of freedom and delighting in a new chapter ahead.
Taking an entertainment-first approach, the brand’s first fully interactive campaign signals the merging of fashion, social video platforms and music, brought to life through a series of expressive and vibrant films. Featuring a diverse cast of female creatives, choreographers, dancers and models, the campaign is set to a soundtrack from artist Kullah’s H.E.R, who also curated a Spotify playlist exclusively for NET-A-PORTER, which reflects the mood of the campaign. The videos capture the optimism and spirit of the season, reinforcing NET-A-PORTER’s position as content leader in the luxury ecommerce space.
NET-A-PORTER will launch its hashtag challenge #AreYouReadytoWear encouraging its viewers and #TheNETWORK, its community of Incredible Women, to become a part of the campaign themselves. The #AreYouReadyToWear challenge will be realized through TikTok where users will be invited to select their favorite SS21 looks by either nodding their heads or walking off camera in the direction of their pick.
The campaign will be seen globally across video-on-demand, social and online and will run on NET-A-PORTER’s channels, including Instagram, YouTube, Facebook and its new Livestreaming series, available on both the site and app, allowing customers to interact with the campaign, wherever they may be. Additionally, NET-A-PORTER will utilize innovative new email features for its customers, offering interactive content and personalization.
Ready-to-wear? is a campaign that signals the beginning of a celebratory chapter; it’s upbeat, joyful and forward-looking. It reaffirms our belief that fashion isn’t just about clothes, it has the extraordinary power to transform and uplift. As we all dream about a new sense of freedom and coming together, what better time to inspire and entertain our global community around a bright new future and the joy of dressing up again.
Sheena Sauvaire, Chief Marketing Officer, NET-A-PORTER
The SS21 campaign launches globally from March 31.
