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Dominique Muret Translated by
Nicola Mira Published
November 6, 2025
On Tuesday, fashion e-tailer Yoox unveiled its new ready-to-wear label, called 8 by Yoox. The new label went live online in the morning with its maiden Autumn/Winter 2025-19 collection, and is staging an official launch event on Tuesday evening in Milan. The Italian fashion and luxury e-tail site, part of the Yoox Net-A-Porter (YNAP) group now owned by Swiss luxury goods giant Richemont, keeps a close track on emerging lifestyle and design trends, and has assembled a wardrobe of contemporary essentials incorporating uber-directional cuts and details.
From trench coats to biker jackets, from little flowery dresses to combat-style jumpsuits, safari jackets, skimpy vinyl skirts, cotton trousers, jeans, hoodies and Teddy Boy jackets: 8 by Yoox’s ideal wardrobe has no gaps, and is complemented by handbags, shoes and other accessories. All of this at rather affordable prices, from €79 for a pair of shoes to €199 for a jacket, €40 for a hat and €139 for a cape, while knitwear sells for between €50 and €90.
To design the collections, “the Yoox design team uses advanced, patented artificial intelligence tools to review content from across social media and online magazines in key markets, with a particular focus on fashion influencers,” wrote Yoox in a press release.
“This insight is combined with predictive indicators into emerging lifestyle and style trends, analysis of own data from products sold on its site, customer feedback, industry purchasing trends as well as text search and image recognition,” added Yoox.
From the mood-board that emerged from this research, Yoox's creative team started working on the collection, scrupulously referring to the data collected for inspiration, on “everything from shape trends to colours, sleeve lengths, neckline shapes, fabrics, textures, heel heights and price points.”
The e-tailer led by Federico Marchetti, the CEO of YNAP, chose the name ‘8 by Yoox’ for the new label as a play on the number 8 (“otto” in Italian), which also resembles the mathematical symbol for infinity and the double ‘o’ contained in the name ‘Yoox’.
“We are always exploring the frontier between man and machine; it’s been part of our DNA since I invented Yoox in 1999. Today we are combining the latest artificial intelligence tools with the human spirit and creative talent of our design team. Technology is usually invisible to customers, and 8 by Yoox makes it desirable and tangible,” said Marchetti.
The launch of 8 by Yoox takes place a year after the group’s other e-tail site, Net-A-Porter, introduced its own menswear line on the market, Mr Porter. YNAP now has a full range of proprietary labels, including also the Iris & Ink line, available on its discounted fashion e-tail site The Outnet. 8 by Yoox’s next collection, for Spring/Summer 2025, will be presented in January.
In 2025, the YNAP group recorded a record consolidated revenue of €2.1 billion, for its two e-tail sites and its third-party business, up 16.9% compared to the previous year.