Women’s Wear Daily
04.23.2014
fashion-scoops
fashion-scoops

Mr Porter's Talking Business Card

Mr Porter Style TV is a matchbox-like contraption containing a small black-and-white screen that automatically turns on when the viewer pulls a tab.

fashion-scoops/news

THE SMALL, SMALL SCREEN: Seeking to entertain the curious — and restless — masses during the slow periods between fashion shows, Mr Porter.com has created a talking business card that features top British magazine editors divulging their fashion faux pas of days past. Mr Porter Style TV is a matchbox-like contraption containing a small black-and-white screen that automatically turns on when the viewer pulls a tab. Among the editors who make sartorial confessions are Dylan Jones of British GQ, Tony Chambers of Wallpaper, and Alex Bilmes of Esquire. “My favorite part has to be Dylan Jones pulling out his gigolo jacket,” said Jeremy Langmead, editor-in-chief of Mr Porter.com. Other shorts include how to care for your footwear, how to commute in style, and how to choose the right underwear.

“The content very much mirrors the ethos of our weekly magazine on site, The Journal — to inform, engage and entertain,” said Paul Watson, a spokesman for Mr Porter. Watson said that the team came across VideoPak, the TV technology, about six months ago, and had been waiting for the perfect moment  to employ it. Watson added that the project has only been planned for London Collections, given Mr Porter’s involvement as a sponsor. “But given how well it has gone down, we may have to rethink this for next season.”

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