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Conveyors featured in Vanity Fair fashion spread

Natalie Massenet, founder of online fashion retailer Net-a-Porter, poses on top of a Dematic conveyor.

Toby Gooley
By Toby GooleyAug 21, 2012
Toby Gooley
Contributing Editor Toby Gooley is a writer and editor specializing in supply chain, logistics, and material handling, and a lecturer at MIT's Center for Transportation & Logistics. She previously was Senior Editor at DC VELOCITY and Editor of DCV's sister publication, CSCMP's Supply Chain Quarterly. Prior to joining AGiLE Business Media in 2007, she spent 20 years at Logistics Management magazine as Managing Editor and Senior Editor covering international trade and transportation. Prior to that she was an export traffic manager for 10 years. She holds a B.A. in Asian Studies from Cornell University.
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One doesn't normally associate conveyors with haute couture, but apparently the legendary portrait photographer Annie Leibovitz finds them an appropriate combo. For Vanity Fair's September 2012 Annual Style Issue, Leibovitz photographed Natalie Massenet, founder of the online fashion retailer Net-a-Porter, in the company's new 250,000-square-foot DC in Mahwah, N.J.

Massenet is attired in a stunning floor-length fuchsia gown, with a shiny new spiral conveyor to her right and various other conveyors, chutes, and work stations in the background. The former model and fashion editor is standing atop a Dematic belt conveyor ... surrounded by safety labels warning of the potential dangers of climbing on or tripping over the equipment.

The safety implications notwithstanding, we have to admit it was pretty exciting to see material handling equipment featured in the photo—anything that shows consumers what goes on in warehouses and DCs is a good thing. Perhaps rubber belts will be the next big thing in runway design?

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september 2012dematic
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september 2012dematic

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