You may or may not know that Net-a-porter, the uber slick online designer fashion retailer is launching a menswear counterpart called Mr Porter (well you should, because we HAVE mentioned it in the past). Net-a-porter is a kind of commercial phenomenon, like a money spinning golden internet goose. Its whole business model is based on the mantra "quality quality quality" and never scrimping on the essentials. The packaging of the orders sent out is impeccable, and even the delivery drivers have to be well spoken and of excellent breeding.
So, when it came to setting up a whole new site, you can imagine that recruitment only took place from a certain level up. I mean - when Natalie Massanet started the original net. she had to borrow money from friends as the bank didn't give her enough to invest. Now they are creating Mr Porter they have bags of cash from the profits of the womenswear site and no expense has been spared to get the formula absolutely right. Editor of the magazine content side of Mr Porter will be Jeremy Langmead, who left his prestigious job at the head of men's style title Esquire to join the team. AND, even more exciting than that, they have got Mr Tom Ford (YESS! WE KNOW!) to work in the press office. Amazing.
We would have thought that Mr Ford would have enough on his plate at the moment what with his menswear, eyewear, and critically lauded ready to wear lines PLUS his second career as a burgeoning film making auteur. Un. Be. Lievable. Wow. Oh, hang on a minute, we're getting another email through.
Here it is;
'Recently we have received calls from the press as well as calls from individuals regarding correspondence that they have received from the on line retail website 'Mr. Porter' signed by a person named Tom Ford. Please note that neither Tom Ford, the Designer, nor TOM FORD, the fashion brand, has any involvement whatsoever in Mr. Porter and that any correspondence received from Mr. Porter has no relation to Tom Ford, the Designer, or TOM FORD, the fashion brand.'
Sorry about that.
- Naomi Attwood