A year into the pandemic and the havoc it wreaked on retail, Farfetch is reminding fashion-loving consumers that there’s nothing quite like unearthing treasures buried in great independent boutiques across the globe.
A new campaign launched Wednesday celebrates the myriad sellers who leverage the Farfetch platform to bring their high-end wares to the world. Photographer and director Frank Lebon traversed the globe during lockdowns to document six singular shopping experiences on four continents for The Perfect Match #onlyonfarfetch campaign, styled by London-based creative Max Pearmain.
Farfetch brand and culture director, Ronojoy Dam, who was previously linked to Nike and Vice, believes the digital luxury platform offers a “unique business around a very clear proposition: connecting the world’s best fashion boutiques and stores to a global audience.”
The campaign takes viewers on a journey exploring the stories of the entrepreneurs behind curated international stores and the fashion aficionados who shop there. Consumers can follow along as artist Chloe Wise discovers Carla Sozzani’s iconic 10 Corso Como boutique in Milan, while Chinese actor and model Huang Jingyu steps into fashion-forward men’s wear at legendary London concept store Browns’ new flagship. Stadium Goods’ Chicago sneaker emporium dazzles Antwaun Sargent, a New York-based writer and curator, with wall after wall of pristine kicks, and in Australia, Jamaican-born Tamu McPherson—founder of online fashion community “All the Pretty Birds”—revels in the vintage archive at Melbourne’s Dot Comme.
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In Hong Kong, Lebanese filmmaker Pam Nasr rifles through avant-garde garments at Joyce, a “vanguard” of fashion retail in Asia, and Tibetan model and musician Tsunaina sifts through the curation at T.A., the boutique offering a “renewed outlook to luxury living” for the “women-identifying” community that Telsha Anderson opened in New York City in the midst of the pandemic.
The campaign, running on platforms like TikTok in addition to digital billboards and conventional TV ads, will be complemented by “intimate” in-store music events that Farfetch will livestream through YouTube. The company upgraded its site functionality and navigation, a move that it says will help consumers discover the more than 80 boutiques featured during the month the campaign will be running.
Technology, according to Farfetch, isn’t necessarily a culprit in the disintermediation of commerce but a key factor in empowering the customer’s “emotional journey” on the path to building their style persona—and wardrobe.
“People want to connect to something real and discover something new,” Dam said. “The campaign is very true to who we are and what we do, and I think that’s very important today.”