Beauty - whether that be hair, nails, make-up, or what have you - is part and parcel with style, and yet it's traditionally separate from clothes when it comes to fashion retail. Launching on Browns Fashion and Farfetch with two campaigns, the Farfetch Group's new expansion into beauty plans to change that, and includes an offering by OFF-WHITE and a collaboration with the gaming platform Roblox and The Sims 4 where users will be able to create their own beauty looks.
Unveiling a 360 degree approach, mixing fashion retail with skincare, make-up, fragrance, hair and grooming products online and in store, Browns Fashion has now launched beauty in the UK and Europe, with Farfetch also catering to the US market. 'We see fashion and beauty as inextricably entwined...The beauty space, like fashion, is a category that offers infinite room for playfulness, self-expression, and joy! I hope our customers will feel inspired to engage and experiment in this category in much the same way they already do with our fashion', Browns buying director Ida Petersson states.
Founded in 1970 by Joan Burstein, Browns Fashion are known for their curated edit of established brands alongside new names. The latest addition to the family, Browns Beauty, includes a curated edit of products from over 90 brands, test driven by the Browns Beauty Community of creatives, professionals and experts. This can all be shopped online, or in the immersive buoyant orange 'Beauty Pod' at the Browns East store, with a host of residencies by beauty mavericks from around the world planned for the Instagram-ready mint green 'Beauty Studio'. Browns East will stay true to their more experimental roots, encouraging buyers to discover new names and products such as the Mount Sapo oil, whilst visitors to the Brook Street store can expect a more high luxury edit and residencies from the likes of skin care heroes Natura Bisse. 'In short, it's the dream bathroom cabinet', says Hollie Harding (Browns Fashion, Buying Manager).
For the launch of Browns Beauty, Nellie Eden was brought on as creative beauty editor. Overseeing the accompanying campaign shot by Carlijin Jacobs, Eden was sternly against settling for the over saturated message of 'love yourself'. She wanted to do something more original than a bog standard beauty campaign. 'Beauty is not just make-up, it's self-improvement. It's the future, it's technology. There is a genuine desire for people to feel more like themselves', Eden explains. 'Your day begins and ends at your bathroom cabinet. That brings you closer to yourself.' It is this theme of ritual which forms the basis of Browns Beauty, their motto being 'Big Little Rituals' which introduces customers to the Browns Fashion community and beauty as self-care. 'Humour, wit, colour and personality' is key, says Eden, and can be seen in the campaign which features high voltage make-up designed by Lucy Bridge, who is known for her experimental, bold approach painting faces on the catwalk for the likes of Charles Jeffrey.
The Your Choice. Your Beauty. Your FARFETCH beauty campaign also takes a community-led approach, and features leading beauty visionaries including make-up artist Isamaya Ffrench - who has led beauty for brands including Byredo and Burberry - and drag artist Violet Chachki. Evolving into a one-stop destination for beauty and fashion, customers can experience virtual try-ons, and Farfetch also worked with worked with UGC creators on Roblox and The Sims 4 to create 2D and 3D skins and expressive avatars inspired by real beauty looks for FARFETCH and their virtual audiences.
As part of a multi-pronged beauty launch by the group, Farfetch and Browns Fashion have launched the late Virgil Abloh's brand OFF-WHITE's new beauty collection “Paperwork”. Released alongside four genderless fragrances titled Solution, OFF-WHITE's first foray into beauty is proposed as a tool kit to encourage experimentation and confidence in the wearer's own identity. First teased by make-up artist Cécile Paravina at the A/W 22 Abloh tribute show in February, the new beauty line includes 'Template' stencils and encourages a subjective, rather than cookie cutter, approach. Tapping into the late designer's background in architecture and design, nail polishes crack to imitate the surface of concrete, and the industrial glass perfume bottles feature caps imitating fragrance batch vats.