Net-a-porter.com has launched a new multimodel campaign.
Federico Marchetti
The luxury fashion website has cast five up-and-coming models to launch their autumn collection, which sees them shifting from their "lifestyle feel" to a more concentrated focus on fashion.
Speaking to WWD.com, the global brand creative director for Net-a-porter, Claudia Plant, said: "This campaign marks an exciting creative shift for us at Net-a-porter, moving away from our 'lifestyle' feel, and placing a real emphasis on fashion.
"The multiple models and multibrand styling speaks to our increasingly broad and diverse global customer as well as spotlighting our incredible buy."
Federico Marchetti's company launched the campaign on Monday (01.08.16), and tweeted: " Patchworked, tie-dyed or frayed - it's time to re-work your #denim for the new season #FW16."
Photographer Greg Harris took pictures of Charlee Fraser, Amilna Estevao, Sofie Hemmet, Pooja Mor and Julia Van Os in five different looks, a sporty jacket, reworked denim, the new proportion, the statement knit and the print dress on the streets of New York and in a loft in Soho.
The girls featured were a mixture of both emerging and established designers.