Client: Mr Porter
Services: PDP copy, SEO
Year: 2020
For a premium site, there’s certainly an element of the everyman at Mr Porter, which forgoes flowery language and appeals to its rule of refinement over gloss. The idea is to stay away from highfalutin language, as it’s off-putting to the user and disrupts the path to conversion. Writing a product description on Mr Porter has an acid test whereby we ask “would you say it in the pub?” For me, overdoing it gives the impression that the author is more interested in sounding good than converting the user, while natural language gives the impression of being spoken with.

Another facet of Mr Porter’s PDPs is to introduce a theme that might be evident on the garment. If an item is part of a capsule referencing the film Frankenstein and The Rocky Horror Picture Show, and the garment expresses that, it would be a shame not to make that the focus of the description, which can be done at the expense of going into great detail about the design of the garment (there’s always space in the details and care tab for that). The idea is that copy is more engaging if it has a story behind it, so it’s a good idea to use that to separate it from PDPs on other sites.

Selected work:

Bottega Veneta

Wool-Blend Cardigan

The soft silhouettes that define Bottega Veneta’s early archive inspired Mr Daniel Lee’s AW20 collection. Worn at the show, this cardigan has been thickly and generously hand-knitted in Italy from a wool blend so it drapes slouchily. The buttons are a polished gold tone.


Intarsia Virgin Wool Gloves

The left glove in this pair is intarsia-knitted with a lightning bolt – Prada referenced films like Frankenstein and The Rocky Horror Picture Show while designing the AW19 collection, and the symbol brings the inspiration to life (we had to). They’ve been made in Italy from virgin wool that’s soft and insulating.


Appliquéd Embroidered Denim Jacket

MCQ teamed up with a variety of artists to create its AW20 drop, ‘Genesis II’. This jacket is cut for a relaxed fit from washed denim and detailed with a black and white globe embroidered with flowers. Handwritten text from collaborators Shygirl and Mr James Massiah details the sleeve.

Comme des Garçons SHIRT

Logo-Print Mélange Cotton-Jersey T-Shirt

The logo on Comme des Garçons SHIRT’s cotton-jersey tee is an ode to the brand’s revered history and famed avant-garde design approach. Layer it under one of the label’s abstract printed jackets from the AW20 collection.