Net-A-Porter announces new Vanguard line-up

By

Sandra Halliday

Published
Sep 23, 2020

Net-A-Porter has unveiled the latest set of labels to join The Vanguard, its global programme for emerging designer talent. They include JiaJia and Artclub, both new and exclusive to the site, as well as Minjukim for the brand’s second exclusive collection, after winning the Netflix Next in Fashion competition earlier this year.

The three brands join for the AW20 season and are set to receive a comprehensive 360-degree mentorship within each area of the business from Net-A-Porter’s global team of specialists. The aim is to “support their long-term development, helping them to become successful brands for years to come”.

The company is also putting marketing support behind the vanguard programme with a visual campaign highlighting the three new brands. The campaign launched this week.

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The programme has been running for the past four seasons and the company’s Global Buying Director Elizabeth von der Goltz said each of the new trio of brands offers “a uniqueness to the industry that is sure to resonate with the Net-A-Porter customer”.

So what about those brands? Artclub was founded by Australian-based designer Heidi Middleton and aims to “create a natural dialogue” between art and fashion, as well as driving fashion sustainability.

Minjukim is a five-year-old brand that has been a semi-finalist in the LVMH Prize and, as mentioned, won Netflix’s Next in Fashion. Based in Seoul and built on “artistic creativity, fairytale imagination, and art craftsmanship, the brand has become known for its signature style, which combines a youthful playfulness and avant-garde haute couture”.

JiaJia is a fine jewellery and crystal specimen brand “created for the lovers of our planet”. Each piece is set with gold, diamonds, and semi-precious hand-carved stones and is handmade in New York.