While you'd probably think to go to Net-a-Porter for O.G. luxury labels, the e-comm also stocks scores of smaller, cool-girl contemporary labels. And for indie brands that perhaps haven't had much (or, possibly, any) exposure to a global customer base that online availability affords, having a way for someone on the other side of the world to discover and then potentially buy your designs is kind of a big deal.
So, what, exactly, happens for an emerging name, whether it's been around for a couple years in relative obscurity (or in the well-dressed arsenals of a select crowd of cool girls) or just launched, when it starts to get attention from (and make sales to) an international client base? Well, a lot, apparently. Lisa Aiken, Net-a-Porter’s fashion director, talked us through a trio of smaller contemporary brands currently killing it on the e-comm — and the interesting origin stories behind how she discovered each label.