Harper Collective enlists The New Face as it challenges typical direct-to-consumer e-commerce model

Harper Collective, a sustainable lifestyle travel brand co-founded by Jaden Smith and Sebastian Manes, is partnering with French tech firm The New Face.

Breaking away from what the pair label ‘pixelated and basic digital platforms of the past’, they have crafted an interactive 360-degree online world.

Instead of opening physical stores, Smith and his team are taking their vision fully digital. In this immersive environment, visitors don’t just browse products - they explore a virtual world.

Users can walk through a succession of rooms, watch artisans craft Harper Collective’s luggage, and dive into the brand’s commitment to sustainability art and craftsmanship.

Manes says: “We’re challenging the typical direct-to-consumer e-commerce model because it doesn’t let brands truly convey their values. For a brand to thrive, people need to experience it, not just shop from it, and the way e-commerce has been done so far just doesn’t allow for that.”

"We’ve created a digital space where customers experience what Harper Collective stands for: our process, our materials, and the creativity behind each piece” says Smith. This is more than just shopping - it’s a whole new way to connect with our story and feel part of the brand."

2024 RTIH Innovation Awards

The New Face is among the finalists at the 2024 RTIH Innovation Awards.

It is shortlisted in the Virtual Store of the Year and Most Promising Innovation categories for its work with Harper Collective.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Check out a full rundown of our 2024 finalists here,

Key 2024 RTIH Innovation Awards dates:

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.