Photo: Courtesy of PR Consulting
Movie/fashion cross-promotions very rarely work, but when fashion plays such an important role in the communication of a movie's theme, an exception can be made. The style choices within the Hunger Games are so over-the-top and off-the-runway that they literally could be seen on the catwalk (and in the case of McQueen and Catching Fire, come from the catwalk). Therefore, in order for a Hunger Games collaboration to be successful, it would have to come from a platform that really knows their stuff — say, Net-A-Porter.
Sure enough, the online retailer is launching a collaboration with Catching Fire's costume designer Trish Summerville that's inspired by the movie and featuring Panem-ready evening wear, laser-cut leather feathers, and "streamlined" silhouettes. Net-A-Porter's fashion director Holli Rogers explains, "Fashion plays an important role in the Hunger Games series and is especially prevalent in Catching Fire, and fans of the franchise will see the film reference in the collection. This is also brilliant fashion in its own right, and we’re delighted to provide our customers with the chance to purchase limited-edition pieces designed by one of the most original costume designers in the industry today." The collection — appropriately titled "Capital Couture" — will be available this fall before the film's release, exclusively at Net-A-Porter.