The Sustainability Edit: Creating content with purpose
The art of storytelling is a constant pursuit. We believe in the power of story to create connections, inspire reflection, and raise awareness and education. We believe in the power of editorial to make a difference. As we aim to lead the fashion industry towards a more sustainable future, we are building on the high quality content that our editorial outlets, PORTER and MR PORTER Journal, already create and innovate to ensure sustainability and circularity are more front of mind than ever before.
Sustainability stories have already been at the heart of flagship features across our editorial, whether raising awareness around saving our oceans, creating exceptional craftmanship content on independent, sustainable artisans and brands, showing how to care for, re-use and recycle clothes, or partnering with charities to raise awareness around important causes. Kindling inspiration and reflection amongst our customers on issues that matter and can change mindsets will be a key force in our move to a more sustainable future for fashion.
Our Editorial Directors explain how leading content can make a difference to our readers and customers.
In nearly 10 years of MR PORTER, we’ve seen how much our audience of stylish men appreciate things that are built to last, how they’re willing to spend more on an item if it promises to offer them a good cost-per-wear in the long term, and how provenance really matters. Consumers are more conscious than ever of environmental concerns around the clothes they choose to buy and wear.
Marrying content and commerce and cause has long been an equation at the heart of our editorial; and the urgency of the global climate crisis has inspired some of PORTER’s most powerful and influential content. In 2018 – for its Summer Escapes print issue – PORTER partnered with guest editors Anya Rubik, Mario Sorrentiand the environmental NGO Parley For The Oceans, to create a cinematic portfolio juxtaposing reportage and fashion photography to highlight the scourge of plastic pollution and its devastating effect upon ocean health and the environment. In the spirit of circularity, the collaboration spawned a unique product capsule – fabricated from upcycled ocean plastic debris – which went on to retail on NET-A-PORTER. More recently, lemlemfounder Liya Kebede modelled exclusive sustainable swimwear for her PORTER print cover; while Stella McCartney introduced her Net Sustain capsule collection on the cover of PORTER’s digital edition.
YOOX NET-A-PORTER GROUP commits to inspire our customers, by increasing our editorial on sustainable and circular luxury fashion, reaching a minimum of 20% of all content by 2022. This commitment falls under the Circular Culture pillar of our Infinity strategy.