The first shoppable movie in the world
“It’s the first movie that blends commerce and clothing,” trumpeted Natalie Massenet, founder and driving force behind Net-a-Porter, at the launch of a brand new brand, and a brand new film.
Due to debut next week, Kingsman: The Secret Service – produced and directed by Matthew Vaughn, the husband of fashion royalty Claudia Schiffer – is a spy movie with a difference. Which is that the audience will be able to shop all the looks worn by the film’s stars – Colin Firth, Taron Egerton and Samuel L. Jackson – directly from Mr. Porter, men’s leading etailer.
The wardrobe was revealed at a champagne reception below hunting trophies in Huntsman, the legendary Savile Row tailor. FYI – in the movie Kingsman is an international spy agency operating out of a Savile Row tailor shop. But, of course. Advance screenings of Kingsman have been so positive, the movie is now being positioned to go head to head against 50 Shades of Grey, added proudly beaming Massenet, a woman of many hats.
Designed by Los Angeles stylist to the stars and costume designer, Ariane Phillips, Kingsman is fundamentally classic Brit spy gear. The concept may not be revolutionary but the clobber is pretty classic British fare. Strict tailoring with lots of windowpane checks and Anglo Lothario midnight blue velvet tuxedos – worn on live models. These were presented beside natty logo moccasins by George Cleverly; aviator style shades from Cutler and Gross and cotton poplin shirts from Turnbull & Asser, the shirt-maker to whom Sean Connery went when he got his first role as James Bond. All bore the logo of the new Kingsman brand, which will be jointly owned by Vaughn and Net-a-Porter, in the latest example of path-breaking partnering by fashion’s most forward thinking retailer.
The project even had a printed element. The Mr Porter Post’s Kingsman edition with actor Egerton on the cover features everything from a Brief History of Spy Style to a guide to Spy Movie soundtracks.
“This whole idea began when Matthew saw Daniel Craig looking so great in Casino Royale, and called Tom Ford to ask how he could get one of the James Bond suits. When he discovered that they did not even go into production, he thought that was ridiculous and that’s when called me. Well, combining media and fashion is what we are all about – isn’t it?” explained Massenet.