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Brief Published: 13 Jun 2014

Mr Porter Launches Menswear Label Kingsman

Extra

Luxury multibrand e-tailer Mr Porter has announced the launch of its new menswear label Kingsman, produced in collaboration with British film director and producer Matthew Vaughn. The collection is inspired by his forthcoming feature film, Kingsman: The Secret Service.

Based on a comic book of the same name, the movie stars British actors Colin Firth and Michael Caine alongside newcomer Taron Egerton, who plays a young, promising spy recruited into a secret organisation on a competitive training programme.

Inspired by sartorial details within the script – such as bespoke tailoring – the 60-item collection includes suits, shirting, knitwear and accessories made exclusively from British cloth, featuring quintessentially British craftsmanship. Vaughn believes the range reflects a renewed appreciation for classic British style, which is easily translatable for the modern gentleman thanks to Mr Porter’s e-commerce platform.

American costume designer and stylist Arianne Phillips designed the collection to reflect the tradition of London’s Savile Row – a street known for its iconic tailoring businesses – and other British heritage brands such as Mackintosh. “For the first time we can literally buy into [the characters’] world, and we’ve been able to do so seamlessly with Mr Porter,” she said.

Toby Bateman, buying director at Mr Porter, also highlighted the shoppable-content application of the project. “This is the first time that the costumes for a movie have been conceived with the idea of selling those clothes to the film’s audience,” he said. “You could literally be sitting in the cinema watching this film and shopping the looks from your mobile device or tablet as you watch.” For more on this exciting retail opportunity, see Shoppable Content: Entertainment.

Kingsman: The Secret Service will be released in mid-October by 20th Century Fox. The Kingsman collection, available exclusively on MrPorter.com, will launch in September 2014. 

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