FARFETCH - ‘The Perfect Match’ Campaign

The leading global platform for luxury fashion has yet again demonstrated its capacity to innovate in a complex world. #onlyonfarfetch puts technology at the heart of its narrative, connecting individuals across cultures, spaces, and styles. A series of portraits and films shot by Frank Lebon highlight an impressive and diverse roster of customers, matched with boutique designers from all five continents.

It’s a “multi-layered narrative, with disarming simplicity, honesty and warmth”.

The finely curated set of designers include Milan’s10 Corso Como and a striking textured vermillion bag, the wearer none other than Chloe Wise. It also showcases upcoming designers such as New York City’s Telsha Anderson, worn by the vibrant Tibetan model and musician Tsunaina. Chinese actor Huang Jingyu is attired in London’s iconic Browns, another hub of creativity and style.

#onlyonfarfetch is an ode to technology, and its increasing ability to bridge creative industries. It celebrates physical and digital retail, at a time when both need to adapt to a new normal. This is why Farfetch chose New Systems for Ideas as their partner. A pioneering collective formed recently between New York, London and Milan, they focus on the interactions between fashion and technology. Their joint long-term strategy named “Data Romance” explores the flexible and infinite space between data and emotion.

The straightforward layout of the campaign, with designer on one side and customer on the other, perfectly summarises the Farfetch ethos - an unending commitment both to those who buy and to those who sell, with “passion, individuality, and curation”.

19/04/2021 Pooja Lucie Willmann