FARFETCH the brand for modern luxury fashion launched its new global brand campaign, ‘Open Doors to a World of Fashion’. The campaign will run in Out of Home (OOH), print, social, online and for the first time for the company, addressable TV. The new campaign is also the first time the company will unveil its new brand identity and design system which includes the introduction of its ‘Fuse’ monogram.
The campaign brings FARFETCH’s unique business model to life through a vivid multimedia journey. Open-mindedness and optimism are the driving forces behind the new campaign. The joy of togetherness after a period of separation and of being a proudly individual member of a global community, the joy of being human and, of course, the joy of fashion is upheld – celebrated.
Holli Rogers, Chief Brand Officer of FARFETCH, said: “This campaign brings a sense of optimism and ‘togetherness’. In a world where perhaps we can’t physically be together right now, where we can’t travel to our favourite boutiques or shopping destinations we wanted to express how we can bring the world of fashion to people everywhere now and in the future. FARFETCH lives at the intersection of two worlds – fashion and technology. These worlds were already merging before the global pandemic, but the move to online is accelerating. Through this campaign, we bring our own highly distinctive global community together, opening doors to a network of like-minded souls: breaking boundaries, bypassing borders – opening doors to fashion and fashion lovers everywhere.”
Ronojoy Dam, Brand and Culture Director of FARFETCH said: “Our campaign is enriching and uplifting, beautiful and forward-looking. Our vision is heartfelt – we wanted it to feel inclusive, elegant and idiosyncratic in equal parts. Fashion is about dreaming, storytelling and expression – designed now more than ever to be empowered and empowering. We are proud to have worked with visionary international talent to bring this campaign to life.”
The cast of creatives and talent which the company enlisted is evocative of fashion at its best, each embodying a specific quality of the FARFETCH universe. These include acclaimed Broadway playwright and actor Jeremy O. Harris and fashion muse Veronika Kunz, innovative world music artist Kindness and London poet Sonny Hall, iconic Chinese actress Angelababy and environmentalist Wilson Oryema, Vogue cover girl Kesewa Aboah and new faces to watch from China, Nigeria and India. The campaign aims to evoke the feeling that through changing times and new beginnings, the power of individual expression is greater than ever. With every voice, a unique point of view is brought to life. In an era of transformation and exploration, the campaign celebrates the power to dream new dreams, to explore new worlds and to open doors to endless possibilities.
With this, the foundations upon which the company was established are reinforced, reimagined and redefined. Those foundations are underpinned by a continuous juxtaposition between the classic and the unconventional, the established and the experimental, the romantic and the revolutionary.
Launching in New York, Shanghai, London and in key markets in the Middle East variously across addressable TV, OOH, print, social and online, the ‘Open Doors to a World of Fashion’ campaign will also include a multi-layered international content journey for customers across the FARFETCH ecosystem and community. It will include an innovative Snapchat Portal Lens, where people can ‘visit’ iconic boutiques around the world from wherever they are, a TikTok challenge, timely and intimate conversations with inspiring fashion voices across Instagram and a new YouTube channel, and unique content partnerships with Vogue, Harper’s Bazaar, Highsnobiety, More Or Less and the newly relaunched AnOther Magazine.
NEW FARFETCH BRAND IDENTITY
FARFETCH is unveiling its new streamlined and modern brand identity alongside the launch of the ‘Open Doors to a World of Fashion’ campaign.
As the world’s leading platform for the luxury fashion industry, the new brand identity needed a unique approach that put form and functionality on equal footing. The FARFETCH brand team partnered with Munich-based design studio Bureau Borsche to generate an entirely new cohesive visual system that would build on FARFETCH’s global reputation and resonate with its growing audience.
Establishing a digital framework that could simultaneously elevate the customer experience, whilst complimenting an extensive and diverse community of brands and boutiques required an engineering mindset.
Holli Rogers, Chief Brand Officer of FARFETCH, said: “With our new brand identity, we wanted to introduce a forward-looking vision for the brand while honouring the FARFETCH identity as a single and singular destination, powered by innovative technology, through which to access the greatest designers – established and emergent – fashion curators and most discerning boutique owners across the globe. FARFETCH is now in its second chapter as a company, partnering with the world’s best designers and stores and we need an identity that reflects that. It marks a new era of expression, ambition and evolution. This is the perfect moment to build on our growth and our journey so far.”
The new brand identity features a more curated approach, introducing more white space along with a new typographic palette which includes a bespoke typeface ‘Farfetch Basis’ (designed in partnership with Colophon Foundry’) alongside the more graphic font family, Nimbus and the bespoke monogram – the ‘FARFETCH Fuse’.
The ‘Fuse’ monogram connects the traditional fashion world with the needs of a dynamic digital company. It works as a seal of approval for FARFETCH’s curated product range. When things are fused, they join together physically or chemically to become one. In this case, ‘The Fuse’ is a fusion between a capital ‘F’ and lower case ‘f’ and represents the inherent duality of the brand – it’s a platform where there is a continuous dichotomy between the classic and the modern, the established and the experimental, the romantic and the revolutionary. The monogram acts as an integral communication tool for the new identity that connects the traditional fashion world with the needs of a dynamic digital company.
Louise Robertson, Creative Director Product of FARFETCH, said: “Not only is the monogram a motif born from our new logotype, it’s also essential for small-size context such as an app icon. Immediacy is expected in digital mediums and this flexibility in our brand toolkit allows us to communicate our brand in all mediums from giant billboards to mobile home screens across the globe.”
Campaign Creative Direction by Jacobs + Talbourdet-Napoleone
Photography by Harley Weir (and Angelababy by Leslie Zhang)
Film by Simon Cahn
Styling by Lotta Volkova (and Angelababy by Yuri Tan)
Hair by Yann Turchi
Make-Up by Nami Yoshida
Casting by Midland Casting
Production by 360PM
Campaign Creative Consulting by MA+ Creative