Farfetch Unveils First Advertising Campaign

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Farfetch Debuts First Advertising Campaign

It’s a first time for everything and in that case, U.K. -based e-Commerce, Farfetch unveils its first ever advertising campaign.

The campaign feature models shot from behind with no clothing labels or faces visible.

While the dominant fashion retailers dictate trends to the crowd, and while most consumers of fashion approach it as a race to conform, Farfetch offers access to fashion on one’s own terms, emboldening our customers to express their individuality. This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves,” said Farfetch chief marketing officer Stephanie Horton.

The campaign is titled ‘Unfollow‘ and was shot in Capetown by photographer Charlie Engman and created in partnership with creative agency Droga5.

Farfetch hopes to inspire consumers to “unfollow” the crowd with their newest campaign, showcasing the clothing without labels or famous faces.

We are delighted to be working with Farfetch on their first brand campaign. With Unfollow, we’re aiming to highlight that Farfetch is a company that stands for people who really love fashion and don’t just mindlessly follow it. A brand that doesn’t adhere to the established conventions of the fashion category. No predictability or famous faces. Just unique clothes and a rallying cry to encourage people to unfollow,” said Nik Studzinski, executive creative director of Droga5.

Farfetch‘s Unfollow campaign will be featured in the March issue of Vogue and will later appear Vanity Fair and W, as well as regional books such as Chicago Social, Ocean Drive and Paper City. The campaign will also run in the U.K. editions of Vogue and GQ, in addition to the German editions of Vogue, GQ and Glamour.

Photo Credit: Courtesy of Farfetch 

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.