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First look: Yoox launches own brand

Luxury Italian etailer Yoox has launched its first own brand, 8 by Yoox, or “Otto” in Italian.

8 by Yoox is a collection of wardrobe “essentials” for women and men, launching for autumn 18. There will be two collections a year.

The label includes T-shirts, dresses, trousers, sweaters and outerwear, and is exclusively available on Retail prices range from £20 for a pair of gloves to £625 for a shearling coat. 

The brand’s name and logo are a play on the OO of Yoox – a sideways number eight – which was chosen to represent the pairing of men’s and women’s wear, and the Y and X chromosomes.

The in-house creative team used data and new technology to design the collection. As well as analysing its own customer insights and sales, Yoox used artificial intelligence, text search and image recognition tools to review digital content and social media, particularly focusing on fashion influencers.

This data shaped the choice of colours, sleeve lengths, neckline shapes, fabrics, textures and price points.

Yoox is part of Yoox Net-a-Porter Group, which also owns premium menswear etailer Mr Porter. 

Mr Porter launched its first own label, Mr P, in November last year.

Last month, YNAP appointed Paolo Mascio as its new president of off-season, in charge of Yoox and The Outnet.

Mascio joined Yoox in 2009 as strategic marketing director and became in-season president (, & Online Stores) in 2015. Most recently he was president of online flagship stores for YNAP. He replaces Alessandra Rossi.


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