Heritage brands, rich with tradition and brand legacy, can often be hesitant to embrace new ways of creating and selling fashion. In an industry where social media and the buying power of Millennials continues to rapidly grow in influence, heritage brands must keep up or risk being left behind.
Ports 1961, the almost 60 year old Canadian luxury label, recognised the shifting priorities of the industry, launching Ports V in March this year. The diffusion line is led by creative director Milan Vukmirovic, co-founder of iconic Parisian retailer Colette, who is driving the trend-focused vision of Ports V. Having worked as design director for the Gucci Group, editor in chief for L’Officiel Homme, and creative director for the Ports 1961 main line, Vukmirovic’s understanding and experience in design, trends and retail make him the ideal leader for such a tradition-breaking venture.
With six collections a year, the online-only, see-now, buy-now model is aimed at Millennial consumers who have grown accustomed to immediacy in fashion. “The main work of Ports V is to be as close as possible to the trend now, and to be fast — the customer doesn’t want to wait anymore,” explains Vukmirovic in his conversation with ORDRE fashion director Kirsten Lock. The sportswear and streetwear inflected collections tap into the of-the-moment power of inclusivity and self-expression, with accessibly priced garments emblazoned with “I’m Just Like You, Just Different” and “We Should All Accept, Recognise and Celebrate Our Differences.”
Enlisting the support of celebrities and future-focused retailers such as Farfetch, Vukmirovic and the team at Ports V are redefining what a diffusion line to a storied label such as Ports 1961 can look like and stand for in 2018. “We’re breaking the barriers,” believes Vukmirovic. “The rule is: no rules.”
Watch Ports V Drop IV campain below.
Watch ORDRE's fashion director, Kirsten Lock, chat to Ports V's creative director, Milan Vukmirovic below.