As a fashion e-commerce platform, Farfetch is inherently different from the rest. Like how Grab is to your favourite restaurants or cafes, Farfetch connects customers to luxury brands, boutiques, and department stores in various parts of the world. A Farfetch customer essentially gets access to a whole world of luxury fashion with nearly 1,300 brands to choose from.
The platform is no stranger to collaborations too. Having partnered with fashion icons, brands and institutions including Fragment's Hiroshi Fujiwara, Balenciaga, House of Liza and Byronesque, Farfetch offers exclusive pieces and collections that one wouldn't be able to find anywhere else.
Its latest campaign however, is quite possibly its biggest collaborative project yet. Like the name suggests, 'Open Doors to a World of Fashion' highlights Farfetch's position as a bridge to a whole slate of fashion that's available from brands and boutiques that are not available in one's country. Featuring a diverse cast—familiar faces include Broadway actor Jeremy O. Harris, Chinese actress Angelababy, model and poet Sonny Hall, and English artist Kindness—the campaign is one of positivity and optimism with an emphasis on individual identity. British photographer Harley Weir lensed the project (with Leslie Zhang for Angelababy) while the styling was done by Lotta Volkova (Yuri Tan styled Angelababy), an influential figure behind the success of Vetements.
Together with the launch of the campaign, Farfetch has revamped its brand identity with a new logo to boot. The 'Fuse' monogram, as explained by chief brand officer Holli Rogers, “marks a new era of expression, ambition and evolution”. The logo's combination of a capital 'F' and a lower case 'f' signifies Farfetch's duality approach—a constant dichotomy of classic and modern, the established and the experimental, as well as the romantic and the revolutionary.