A “new way to explore the world through fashion.” That’s how Carmen-backed Farfetch described its new editorial offering, launched this week as part of its new website. ‘Farfetch Communities’ will see bespoke content curated by the luxury online platform’s global community of tastemakers, and across womenswear, menswear and kidswear, a move that will also replace its current weekly editorial with fresh daily features.
In addition to Farfetch’s in-house team of creatives, those “shaping the cultural landscape from all corners of the globe” will be contributing, including industry icons, local influencers, boutique owners and stylists, and the company has cited actress Chloë Sevigny, actor, rapper and activist Riz Ahmed, model and activist Adwoa Aboah, and artist and skater Blondey McCoy as among those who will be curating their own shopping edits.
“Since day one, Farfetch has brought the world’s curators and creators of fashion together with people all around the world,” said Farfetch founder and CEO José Neves. “We wanted to take that a step further by building out Farfetch Communities to create an ever-changing, inspiring way to help our customers discover the things they love”. And the curated edits will showcase Farfetch’s global product range as well as some of the world’s most influential boutiques, including Stadium Goods in New York, Antonioli in Milan and L’Eclaireur in Paris; Browns in London, which is headed by Farfetch Chief Fashion Officer Holli Rogers, Warsaw’s Vitkac and Artifacts in Taipei.
In a statement, Neves went on to say how Farfetch was built with the help of a community of fashion lovers, a community that has expanded to include many more voices and viewpoints over the company’s ten year history. He explained how ‘Fashion Communities’ has been designed to bring this to life, encouraging people to share their inspirations and points of view with each other. And to this end, the community's inaugural contributor, Chloë Sevigny, commented how she “hope(s) to inspire buyers to explore something new and perhaps try designers that they’ve never worn before.”