Farfetch is shaking up the retail game. As of today, the online luxury retail platform will offer 'Pre-Order', a service allowing early access to the newest products for Farfetch customers. So far, ten brands have agreed to participate in the service, including Nanushka, Balenciaga, Khaite, Off-White, Palm Angels and Oscar de la Renta, with others sure to follow. Pre-Order will be offered throughout the season, with new styles available to shop monthly (they will ship approximately four weeks after purchase).
The new service from Farfetch also has an environmentalist tilt – in a bid to minimise fashion waste, the brands involved will only create what has already been sold. Genius, right? Pre-Order puts fashion's current retail model to shame – this innovative selling tactic will mean no wasted, burnt surplus stock.
An accompanying campaign, featuring a pair of models cutting shapes around the city, is also carbon neutral. Not a single sample was shipped for the shoot, and influencers will be using digital assets to 'wear' Pre-Order garments in a social media campaign for the launch.
Browse Pre-Order on Farfetch here.