Online fashion retailer Farfetch has announced their concept for this 'holiday’ season with a new campaign. Anchored by the idea of family, and the different ways family and friends come together to celebrate, the campaign sees three unique ‘families’ take centre stage. The campaign reflects the ways a ‘family’ can be defined outside of the social norm and showcases a line up of multi-generational creatives, and their friends and relatives donning Farfetch’s favourite style and seasonal offerings.
Family no.1 sees artist Lotte Andersen and friends from the creative industry in their pick of this season's best partywear. Included alongside Anderson is photographer Lily Bertrand-Webb, curator Cairo Clarke, and furniture designer Kusheda Mensah. Their work has been showcased at the Tate Modern, Salone del Mobile, and in Dazed magazine in the past year alone.
In the more traditional sense of the word ‘family’, we see System magazine co-founder Elizabeth von Guttman star alongside her mother Susan, son Lukas and daughter Margaux in the new campaign imagery. Von Guttman’s outspoken commentary on the fashion industry and championship of sustainability ties in with Farfetch’s strive for sustainability with the launch of conscious gifting; over 10,000 exclusive preowned and vintage styles made available onsite for the holiday season.
The final family sees creatives Jordan Vickors and Josh Barnes star alongside their multi-talented friends who are helping mould London’s streetwear scene. Vickors and Barnes founded consultancy and DJ collective New Found Form last year, and between them have worked with the likes of Virgil Abloh, Kanye West, Stüssy, and A-COLD-WALL.
Across 12 cities, same-day delivery will be available to Farfetch’s Private Client service, as well as a Fashion Concierge service to help source those hard-to-find gifts for private clients.
Farfetch is also set to launch its conscious gift guide. On 3 December, the project inspired by Fashion Revolution and its campaigning to increase transparency in the fashion industry sees a curated gift guide for the conscious shopper with proceeds donated to the ongoing work done by Fashion Revolution.