Mytheresa, Givenchy Collaborate On Capsule That Sparkles Plenty
The 26-piece collection will be released on Wednesday, accompanied by an editorial shoot directed by Mytheresa chief creative officer Julian Paul.
Mytheresa has a pre-Christmas capsule up its silken sleeve, and is teaming with longtime partner Givenchy on an exclusive collection set to be released Wednesday.
The 26-piece Givenchy x Mytheresa capsule includes evening looks and accessories, all featuring the house's signature 4G emblem in a color palette that takes in red, black and denim blue.
Tiffany Hsu, vice president of womenswear and kidswear fashion buying at Mytheresa, said the capsule was the fruit of a “long-standing relationship with Givenchy. It is one of our top brands.”
It is focused, she added, on “the quintessential wardrobe of the modern Givenchy woman, and goes from day to night. Givenchy customers are very fashionable and like to dress in a strong and androgynous aesthetic with a feminine twist.“
There are cropped tops paired with bombers and long skirts, denim and gowns, crystal-encrusted bags and jewelry with dashes of gold and the house's boxy Shark Lock boots.
The collection will launch with an editorial story directed by Mytheresa chief creative officer Julian Paul. It has been photographed by Valentin Hennequin and features the model Luna Passos.
Last month Mytheresa teamed with Brunello Cucinelli on a 27-piece capsule collection and lifestyle campaign that aimed to highlight art, craft and family.
The capsule was larger-than-usual and encompassed men's and womenswear.
Collaborating exclusively with luxury brands has long been part of Mytheresa's strategy. It's the retailer's way differentiating itself, and a direct route to high-spending customers who are driving a large chunk of sales at the retailer.
When Mytheresa's fiscal 2023 results were revealed in September, chief executive officer Michael Kliger said the drivers behind the 14.5 percent uptick in gross merchandise value were “the big-spending, wardrobe-building top customers” as opposed to aspirational, occasional luxury shoppers.
Those top customers now account for 40 percent of the retailer's GMV. Mytheresa's small-but-mighty clutch of shoppers represent around 3 percent of the overall customer base and their order values are generally more than two times higher than those of the average Mytheresa customer.
As reported, rivals such as Net-aporter and Neiman Marcus are seeing a similar trend, with an elite group of customers driving up to 40 percent of their businesses.