Photo: Courtesy of Net-A-Porter.
The day has finally arrived: Net-A-Porter’s much anticipated print magazine, Porter, hits the newsstands. Yesterday, in the elegant Saatchi Sackler gallery, founder and executive chairman Natalie Massenet, editor-in-chief Lucy Yeomans, and the magazine’s editorial team gave a preview of the launch issue. And, it’s good. Really good, in fact.
“Two years ago, I dreamed of creating a new global fashion magazine: A magazine that spoke to the woman of today, combining the beauty, fantasy, and authority of print magazines with the instant access and global reach of the digital world," Yeomans explains. “Porter, for me, has come to stand for a chic, intelligent, adventurous woman of the world — a latter-day Katharine Hepburn-type, if you like — rather than just the name of a magazine. It is both for and about incredible women of today.”
Net-A-Porter certainly is a company that knows a thing or two about incredible women. Well, it was founded by one after all. With over six million customers a month and counting, the success of the site is the direct result of what Massenet and her team's hard work.
Flicking through this magazine elicits a genuine thrill — it's rich, glossy, and filled with A-list celebrities on seemingly every page. There’s Alber Elbaz giving dressing-up tips; Cindy Sherman revealing her love of TV box sets (The Mighty Boosh is a particular favorite); and Uma Thurman dancing with her daughter Luna. Don’t even get us started on cover star Gisele, who lets it all hang out in the only she can in upstate New York. The mood is warm, intimate, and inclusive. Massenet gushed about the project in an interview with The Telegraph: “This is a magazine for the post-Instagram generation. And, what we are seeing is that reality is a thousand times more beautiful than anything."
True to the company’s digital roots, the entire magazine is shoppable. The app lets you scan each page, which directly links to the products available on the site. If there’s something you like in the magazine that isn’t for sale through the site, there’s a 24-hour concierge service that will help you secure exactly what you’re looking for. Handy that.
Porter will be published six times per year — and we're looking forward to each and every issue.