Inside Net-A-Porter's new iPhone, iPad and Apple Watch apps

The fashion-focussed social-network-meets-ecommerce apps combine Net-A-Porter's design language with Apple's.

Fashion site Net-A-Porter has released a set of iPhone, iPad and Apple Watch apps that combine Instagram-styled content from brands and users with the ability to buy clothing and accessories.

Users of Net Set can follow feeds from fashion brands from Abrams to Zoe Karssen and share the content they receive from them with their own followers. They can also create wishlists, share their own photos, and use an image recognition-based service to find clothing and accessories in a similar style or colour scheme.

The Net Set apps were created in-house by Net-A-Porter, and will have a soft launch from May 13 to users with an invite code.

"Our task was to come up with an app that would allow our customers to socialise while they shop and view items in a new way," says the Net Set's creative director Alexandra Hoffnung, who naturally has her own profile in the apps that you can follow.

"The Net Set has its own design language that incorporates iOS8 features with our own direction, so while being stylishly on-brand it also feels fresh and modern and works seamlessly alongside the Net-A-Porter brand too. Its slick, user-friendly interface provides quick visual cues, combining a social experience with a personal feel."

>> Read on to learn more about Net-A-Porter's iPhone, iPad and Apple Watch apps.

For the truly fashion-addicted, the Apple Watch version of the app provides a real-time stream of posts and comments.

To curate the apps' content, Net-A-Porter has created The Style Council of well-known people from the fashion industry, and Style Tribes. These are user-based groups that brings together content around a common theme: such as Double Denim, Leopard Lover, Black is the new Black, The Bohemians and Party Girls.

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"[The Net Set] began as a secret start-up project within the Net-A-Porter Group," says Net Set VP Sarah Watson, "with the goal to re-imagine Net-A-Porter for the mobile and social world we now live in. We have been building award-winning shopping apps for Net-A-Porter since 2009 that focus on our fashion authority and globally renowned edit, but this is the first time we have re-defined the shopping experience with the consumer as curator.