Luxury online retailer Mytheresa.com has unveiled details of its move into menswear, which will take place in January 2020.
The new men’s offer will reside on the existing Mytheresa.com website and will feature 120 brands spanning global luxury giants to up and coming designers.
Brands to be featured include: Prada, Gucci, Loewe, Bottega Veneta, Valentino, Saint Laurent, Balenciaga, Maison Margiela, Loro Piana and Brunello Cucinelli.
It will also introduce brands that are only available on the site in menswear such as: Bode, Caruso, Craig Green, Ermenegildo Zegna, Lanvin, Lemaire, Ralph Lauren Purple Label, Rochas, Santoni and Wales Bonner.
While the offer will be on the main Mytheresa.com site it will feature a distinctive design, colour theme and photography style, as well as unique content and its own Instagram channel.
The first content campaign is taking place prelaunch and features real-life professional men including a doctor, a drummer, an actor, a pro surfer, a chef, a maître d’ and a gardener, shot by Michael Bailey Gates.
To support the launch, Munich-based Mytheresa.com has opened a dedicated menswear studio in Milan. The 2,000 sqm space will be where content and imagery for menswear is created. In contrast to the womenswear photography, menswear will show the faces of models on the product pages.
Ahead of the official launch Mytheresa will launch dedicated capsule collections with some of fashion’s most coveted brands and designer with each capsule having its own dedicated digital campaign communicated through the Mytheresa channels with the product available through the current site from early January onwards.
“Launching menswear on Mytheresa is a truly exciting and significant evolution for our business. We will apply our very successful DNA of curation, shopping efficiency and creative content to menswear at a moment when the market is undergoing a clear change. We believe our offer of a more elevated interpretation of menswear in a post-streetwear era will make Mytheresa the luxury fashion shopping destination of choice regardless of gender,” said president and CEO Michael Kliger.