While you'd probably think to go to Net-a-Porter for O.G. luxury labels, the e-comm also stocks scores of smaller, cool-girl contemporary labels. And for indie brands that perhaps haven't had much (or, possibly, any) exposure to a global customer base that online availability affords, having a way for someone on the other side of the world to discover and then potentially buy your designs is kind of a big deal.
So, what, exactly, happens for an emerging name, whether it's been around for a couple years in relative obscurity (or in the well-dressed arsenals of a select crowd of cool girls) or just launched, when it starts to get attention from (and make sales to) an international client base? Well, a lot, apparently. Lisa Aiken, Net-a-Porter’s retail fashion director, talked us through a trio of smaller contemporary brands currently killing it on the e-comm — and the interesting origin stories behind how she discovered each label.
First up, there's Ganni, the Copenhagen-based label founded in 2007 that's amassed a small but mighty cult following among editors and stylists. "It's a Scandinavian Isabel Marant," Aiken told Refinery29. "The brand has attracted a following amongst a street style set that reminds me of Isabel Marant’s cult following; the Ganni girl is all about irreverent styling and cool separates that can be worn in unexpected ways."
Next, there's Georgia Alice, a five-year-old New Zealand label that Aiken likens to "a more contemporary Ellery and Tome with a bit of Tibi," and notes that Alice is retooling "classic wardrobing and made it interesting with a more modern and exaggerated aesthetic." And then there's RIXO London, a print-packed brand from the U.K. that was co-founded two years ago by former ASOS buyers: "It’s very unique and has an authentic vintage aesthetic with modern prints," Aiken explained.
So, if you've ever wondered how a smaller name like, say, Ganni makes the cut to get stocked alongside a high-end household name like Gucci, read on.
"The Ganni customer is constantly learning about new brands and wants pick-up on styles from around the world. Scandinavian fashion is really cool, and there’s a reason that these brands have made such a footprint in the street style that we are seeing all over Instagram. They have a unique way of styling pieces that really stand out. Ganni’s collection consists of a lot of really strong pieces that can be paired together, but also styled on their own.
Ganni launched very successfully on Net-a-Porter last season: There was a number of sellout styles in the first collection alone. We also saw their signature T-shirts selling out like crazy."
—Lisa Aiken, Net-a-Porter's fashion director
—Ditte Reffstrup, Ganni's creative director
"Georgia Alice speaks to an understated, minimalist customer who wants a bit of unexpected drama with her classic styling. While the brand’s aesthetic is pared-back, the exaggerated hemlines, sleeves and luxurious materials do just that."
—Lisa Aiken, Net-a-Porter's fashion director
—Georgia Alice, founder, Georgia Alice
"RIXO’s silhouettes are effortless and beautiful. In a season of maximalism, prints are on everyone’s shopping list and RIXO’s prints are strong and unique. RIXO has been met with an amazing reaction since we launched earlier this month. In fact, the brand sold nearly 500 units in just it’s first week."
—Lisa Aiken, Net-a-Porter's fashion director
—Henrietta Rix, RIXO's co-founder