“Our goal is to amaze our guests,” expressed Michael Kliger, the CEO of Mytheresa, as he detailed an exciting two-day event planned in collaboration with the Italian brand Tod’s. This event is not just a launch; it promises an immersive experience for attendees.
The luxury online retailer Mytheresa and Tod’s are unveiling an exclusive capsule collection that will be available worldwide starting Wednesday. To add to the allure, the two brands are hosting a two-day experiential event in the heart of Milan, showcasing the best of luxury and culture.
The festivities will commence with a cocktail reception at the historic Camparino in Galleria, located in the prestigious Galleria Vittorio Emanuele II. Following this, about 65 carefully selected guests will be treated to an enchanting ballet performance of “La Dame aux camélias” at the iconic La Scala theater, accompanied by a musical score composed by Fryderyk Chopin. The highlight of the evening will be a sumptuous dinner at this legendary venue, solidifying an unforgettable night steeped in culture and luxury.
The next day, guests will partake in an exclusive tour of the Cenacolo Vinciano, home to Leonardo Da Vinci’s famed masterpiece, “The Last Supper.” Following this cultural excursion, attendees will visit the Tod’s boutique on Via Montenapoleone to witness the expert artisans at work, showcasing the craftsmanship behind the brand. The day will conclude with a lavish lunch at Palazzo Marino, a historical edifice dating back to the 16th century that has served as the city hall since 1861 and lies just opposite La Scala.
The capsule collection is the culmination of an extensive brainstorming session between the two teams. “We aim to create something that narrates a story,” Kliger shared with WWD, emphasizing the cultural significance of this collaboration. He noted that it aligns seamlessly with the commitment of Tod’s leaders, Diego and Andrea Della Valle, to preserving Milan’s rich cultural heritage and craftsmanship. Kliger remarked, “This event not only showcases luxury but pays homage to Italy’s cultural artifacts.”
Demonstrating their commitment to the city, Tod’s is funding a substantial 2.5 million euros for restoration work at Palazzo Marino, which began in April. The brand has longstanding ties to Milan’s cultural scene, sponsoring the contemporary art museum PAC and being a valued member of the Teatro alla Scala Foundation, actively supporting its productions and initiatives on a global scale.
“Bringing a curated group of guests to experience unique facets of Milan, infused with the Tod’s lifestyle in the city’s iconic locations, is of utmost importance to us,” declared Diego Della Valle. He added, “Our artisans will showcase their meticulous handmade processes, and our discerning customers deeply value such experiences. It’s essential to convey the artistry and craftsmanship behind Tod’s products, making it a truly exclusive encounter.”
According to Kliger, this cultural two-day experience aims to offer guests a fresh perspective on Milan, showcasing it not only as a hub for business and finance but also as a city rich in cultural heritage. “We believe, like Diego, that luxury transcends the mere act of selling an exquisite shoe or bag; it’s about creating a memorable experience. We want our guests to leave with a sense of wonder,” he stated.
Della Valle continued, “We have collaborated with some of the world’s leading e-commerce platforms, and Mytheresa stands out with its unique business model and exceptional luxury sensibility. The brand effectively balances significant business volume while meticulously preserving the integrity of the labels it represents, which is crucial for us.”
Velvet and patent leather take center stage in this exquisite collection designed by Tod’s creative director Matteo Tamburini. The collection features a striking blazer paired with tailored deep burgundy pants, embellished loafers in vibrant shades of crimson, blue, and emerald green, as well as elegant clutches adorned with the iconic T Timeless buckle.
The launch of the Tod’s x Mytheresa capsule will be complemented by a dedicated editorial campaign, creatively overseen by Mytheresa’s chief creative officer Julian Paul, exquisitely photographed by Lukasz Pukowiec, and featuring the model Makenna Cart.
Kliger acknowledged Tod’s reputation for its iconic gommino pebble-soled loafers and remarkable comfort, stating that the bags segment is rapidly gaining strength. He elaborated on their vision to bridge the elegance of La Scala with the gommino design, thus creating a line rich in eveningwear options that highlight luxe fabrics like velvet, channeling a sophisticated tuxedo aesthetic.
The pricing strategy aligns with Tod’s brand ethos, with Kliger noting that Della Valle values luxury but is cautious about significantly raising prices.
Additionally, this month, Mytheresa is set to unveil capsule collections with Moncler and Loro Piana, reflecting a focused commitment to Italian luxury—all of which Kliger attributes to the strength and prominence of Italian luxury brands in the retailer’s offerings.
Over the years, Mytheresa has consistently delivered exclusive capsule collections with various esteemed brands, from Givenchy and Pucci to Saint Laurent, Etro, Dries Van Noten, and Brunello Cucinelli, continually enriching their customer offerings.
Speaking shortly after announcing Mytheresa’s acquisition of 100% of Yoox Net-a-Porter Group from Richemont, which aims to establish a formidable 4 billion euro online presence in luxury fashion, Kliger expressed enthusiasm for this development. “This represents an extraordinary opportunity. We must, of course, proceed with caution as we await the necessary approvals. At this stage, we operate as separate entities, and while the implications of this merger will evolve, our aim remains to enhance our collective offerings.”
He emphasized that Mytheresa will retain its unique buying and marketing approaches to create a tailored experience for its clientele, just as Net-a-Porter will maintain its distinct identity. “Our goal is to improve efficiency in logistics and administration, allowing our teams to focus on thrilling our customers. Nevertheless, both brands will maintain separate curations, as Mytheresa’s customers and Net-a-Porter’s clientele have different preferences and expectations.”
