Millennial Men Layering Accessories, as seen in the Mr Porter campaign – WWD
LONDON – Mr Porter, the men’s luxury online retailer owned by Yoox Net-a-porter, part of Compagnie Financière Richemont, is highlighting fresh and modern hard luxury offerings on the site with the launch of the campaign Bright Future Friday.
Some 153 pieces, made up of necklaces, pendants, bracelets, cuffs and rings, from 28 jewelry and watch brands, such as Sydney Evan, Carolina Bucci, Eéra, Lauren Rubinski, Spinelli Kilcollin, Suzanne Kalan, Yvonne Léon, Cartier, Piaget and Roger Dubuis, are featured.
Maxim de Turckheim, senior jewelry and watch buyer at Mr Porter and Net-a-porter, said the campaign aims to “showcase the new ways men are styling their jewelry with shorter necklaces, lots of layering, anklets, chunky rings, earrings and full paved diamond watches from Piaget, for example.
“It’s the biggest change we’ve seen in recent years, championed by the younger generation who like to break all the rules. All you have to do is watch the gentlemen who graced the Met Gala red carpet for notice small rays of sunlight radiating from the ears, neck, wrists and fingers,” he added.
He revealed Mr Porter’s luxury unit had seen triple-digit growth since adding luxury watch offerings to the site in 2018.
“We’ve seen customers looking to invest in something long-term that makes them feel good about wearing it,” he added.
De Turckheim observed that men have become much more experimental with the watches and jewelry they buy. They opt for bolder choices and more statement pieces that set them apart alongside their peers.
“Our customers love coming to Mr Porter to be inspired and discover exciting new designs,” he said.
“Brands like Foundrae, Shay, Jacquie Aiche, Carolina Bucci, Mateo and John Hardy have developed very strong menswear focused collections which have been very well received.
“On the fine watch front, we’ve seen men come up with smaller pieces and lots of color – we have three exclusive watches from Unimatic and La Californienne’s Daybreak collection launched during this campaign,” he said. he adds.