Fifteen years ago, Natalie Massenet changed the face of online retail by launching Net-a-Porter, the first luxury e-commerce retailer to market. This week, she unveiled another ground-breaking venture – The Net Set, an invite-only app that makes online shopping a social pursuit.

The new, social media-inspired app aims to fill a void in digital shopping – the ability to shop with others. Through an iPhone, iPad or Apple Watch, users can download the free app to create a profile, see trends, upload and share images with other users, and buy items from the 350 or so collections Net-a-Porter has in store. 

By tapping on images on other users’ feeds, you can find people with similar tastes, follow them and form “style tribes” such as “Rock Chic,” “Double Denim” and “Monochrome”. Massenet herself says she’s a founding member of the “Monochrome” tribe. The Net-a-Porter twist to this new technology is that practically anything becomes buyable. Fancy a floral top inspired by the gorgeous blossoms you saw in Kyoto? Upload a photo of the flowers and the app will suggest similar-looking garments that you can purchase. The Net Set also lets brands set up their own portals, where they can post content, answer questions, and chat with Net-a- Porter’s luxury customers in real time.

The Net Set will be an addition to Net-a-Porter’s existing shopping app and an Android launch is planned for the near future.


Text by Jainnie Cho