Chanel debuts e-commerce with Coco Crush on Net-a-Porter

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For their new jewellery collection Coco Crush, the iconic French luxury powerhouse has teamed up with famed British online retailer Net-a-Porter. In the throes of becoming the biggest online fashion and luxury store following their merger with Yoox, it seems that Net-a-Porter was a natural choice for the Parisian brand.

A genuine online trendsetter in its industry, Net-a-Porter offers an impressive portfolio of brands from the ultra-luxe Givenchy and Saint Laurent to more trendy labels such as Isabel Marant. Its wide range of products are all showcased in the brand’s own magazine, Porter, and also features ultra-cool cover-girls such as Alexa Chung, Natalia Vodianova and even Gisele Bundchen.

By making the Coco Crush collection available exclusively on Net-a-Porter for just 3 weeks and then only in Chanel stores worldwide, the two brands have made the launch of the fine jewellery collection a truly unique and highly-anticipated event.

Inspired by the iconic Chanel quilted motif, the new Coco Crush collection consists of cuffs, bands, rings in white or yellow gold, with minimalist yet original designs. Prices start at approximately SGD2,860, so start saving up!

One of the most sought-after and most profitable luxury brands in the world, Chanel is making its first real step in e-commerce a noticeable one. The double-c luxury maison should be launching its own e-commerce store by the end of the year, so should we expect more collaborations and shop-in-shops between the online retailer and the French brand to build up to this big event? Wait and see.

Mathilde Thommeret