Prada and Mytheresa.com have teamed up on an exclusive capsule collection. The online retailer already sells pieces from the high-end fashion house, which is joined by a host of other luxury labels on the website such as Alexander Wang and Gucci. Now the two companies are further strengthening their relationship by teaming up on a limited edition line for summer.
Prada is teaming up with Mytheresa.com on a collaborative collection
Items include ready-to-wear garments such as floral minidresses and patterned blouses complete with feather embellishment, and accessories including embroidered loafers and leather gloves, with prices ranging from £510 for feather mules to £1,675 for a sequinned dress. “The capsule with Prada is a celebration of our long-lasting relationship with the brand, which has been a great success for us since launching rtw online last year,” Michael Kliger, Mytheresa.com president, told WWD.
He also noted this marks the first time Prada has collaborated with an online retailer on such a large scale. Accompanying the collection will be a campaign created by Mytheresa.com. This venture comes after the retailer launched a Miu Miu, Prada's diffusion line, capsule range earlier this year, which was met with great success.
“The Miu Miu capsule was a different approach as it was combined with greatly received fashion film called Shark,” Kliger added. “We got extremely positive reaction across all social and digital touchpoints. In addition, we sold almost all of the pieces in just 10 days.”
It also follows on from Mytheresa.com teaming up with Calvin Klein Jeans last summer on a womenswear collection, fronted by model Malaika Firth. The retailer also collaborated with fashion designer Carolina Herrera on a limited edition line featuring some of her favourite creations.
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