MR PORTER announced the launch of “Made in California”, a series of exclusive capsule collections inspired by the lifestyle and culture of California.
We had the chance to hear from Mr Sam Lobban, Buying Manager, MR PORTER about the launch of the Exclusive Made in California collection.
What is unique about the MR PORTER Made in California collection?
We’ve never done a set of capsule collections this broad with 12 individual designers across multiple categories, all centered around one idea and we’ve also never highlighted a location as a source of inspiration for a collection.
How did the project come about? Why choose to focus on California specifically?
We felt that California is extremely important to us as a state within the States, both commercially and on an inspiration level. California in itself feels like a broader trend right now, not just within fashion but within lifestyle as a whole.
Can you tell us more about California style as a trend?
Whether it be the resurgence of outdoor style from the spotlight on Northern California or the rock n roll, ripped trend we’re seeing that’s come out of LA, all roads are leading towards Californian style at the moment. Surf and skate culture is hugely popular from a main line designer perspective, through to contemporary brands like Stussy and Second/Layer. This also holds true for the color palettes that have become popular – sun-bleached, rich ones such as blush pinks and sky blues that give off a California sunset vibe.
How did the design process work? Was there a lead on the creative or was it more a meeting of minds?
Both actually – it was important to us that each of the capsules were rooted in the idea of Californian style, so we worked closely with each of the brands on developing an overall aesthetic. We then encouraged each of the brands to bring their own flair and design principles to the overall theme.
In terms of the actual pieces, we asked the brands to take the idea, run with it, and come back to us with a complete result or in some cases, we saw the collections come together piece by piece.
How did you decide on which brands to work with?
We already had great partners from California on MR PORTER’s roster of brands, so it was easy to approach a number of them to collaborate on this. There were also a few that we wanted to work with that we weren’t already – Amiri, Golden Bear, Noon Goons and Second/Layer – and this seemed like the perfect way to launch them.
The reason we chose so many different brands was because we wanted to ensure we were covering all different facets of Californian style – from Rick Owens skater style to LA rock n roll with Amiri, contemporary sportswear from John Elliott and laid back surfer vibes from Mollusk Surf, so on and so forth.
Which are your key pieces in the collection that you’d like to shout about? Why?
The custom, made-to-order Amiri jacket (that’ll run around $15k) is no doubt a stand out piece in the collection. My personal favorites are the light pink corduroy jacket from Simon Miller as well as the classic Stussy sweatshirts.