Luxury retailer Mytheresa is set to expand its offering with the launch of menswear on January 27th. The men’s category is launching with 120 brands, including Prada, Gucci, Loewe, Bottega Veneta, Valentino, Saint Laurent, Balenciaga, Maison Margiela, Loro Piana and Brunello Cucinelli.
A handful of brands will be available only in menswear, such as Bode, Caruso, Craig Green, Ermenegildo Zegna, Lanvin, Lemaire, Ralph Lauren Purple Label, Rochas, Santoni and Wales Bonner.
The launch campaign puts the spotlight on “real-life professional men” including a doctor, a drummer, an actor, a pro surfer, a chef, a maître d’ and a gardener; shot by Michael Bailey Gates. The content was developed at a new 2,000 sq mt creative studio in Milan, opened by the luxury retailer to focus exclusively on menswear.
Several capsule collections and collaborations will celebrate the debut of men’s fashion on the e-commerce platform. These will be promoted through dedicated digital campaigns and other marketing activities.
During Paris Fashion Week and Milan Fashion Week, Mytheresa will run out-of-home campaigns and host dedicated menswear events. “Launching menswear on Mytheresa is a truly exciting and significant evolution for our business. We will apply our very successful DNA of curation, shopping efficiency and creative content to menswear at a moment when the market is undergoing a clear change. We believe our offer of a more elevated interpretation of menswear in a post-streetwear era will make Mytheresa the luxury fashion shopping destination of choice regardless of gender,” said CEO Michael Kliger.
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