Farfetch launches first in-house label with new group Guards – WWD
LONDON – Farfetch is now turning to design, with its first private label debuting today.
Dubbed There Was One – or TWO – the new brand was created alongside the New Guards Group, marking the first time the retailer has worked with the brand platform after acquiring it in 2019 for $ 675 million.
The goal was to harness the design and production capabilities of licensee Off White, along with data from Farfetch, to create a brand that meets the needs of modern customers.
This means that sustainability is at the heart of the new label, which will use certified and eco-friendly materials and focus on ‘fashion-oriented but not trend-driven’ designs. There will be a drop model instead of a seasonal one and “minimal packaging”, which would also be compostable or recyclable.
“After seeing consumer behavior and conversations about sustainability over the past year, it was clear that if you want to come up with something new, it has to be in the sustainable space,” said Holli Rogers, brand director at Farfetch, saying traffic has quadrupled to Farfetch conscious pages and sales of durable products are growing three times faster than regular products.
“That’s a huge number when you look at it and it’s the result of designers coming up with better selections and some people deciding it’s the only way to shop.”
She added that the project has been in the works for some time and that the team believe that despite the saturation of the market, there is still room for new labels that can move the conversation forward.
“There’s a lot of stuff out there, but a lot of it isn’t great. You can’t help but release something great, just to be conscientious or just because there are already a lot of them. There should be better products and better choices for people, ”Rogers said.
That’s why the collection will focus on pieces that can work through the seasons and stand the test of time.
“The idea isn’t to dress from head to toe, it’s hard-working pieces that you can keep in your closet for years to come,” Rogers explained, adding that the production, which was run by the New Guards Group, was made in Europe using high-end materials.
That meant the prices were in the high-end luxury space – between £ 100 and £ 2,000 – with additional entry-level prices added to the mix to ensure greater affordability.
“Considering the quality of the pieces, we had to be in the premium space and speak to a certain level of luxury audience. You want to have certain things that people dream about, but at the same time make sure that customers can buy something that they can put on their backs, ”Rogers added.
The line will also be produced in more limited quantities to avoid having excess stocks and too many markdowns.
“The industry has been talking about this for so long, because we are dealing with this proliferation of products. But with new brands like ours, you can hopefully start to step away from those cycles with a more meaningful product, so that you don’t feel the need to wait for the sale as a consumer.
To mark the launch and underscore the brand’s timeless ethos, Farfetch partnered with Penny Martin, editor-in-chief of independent magazine The Gentlewoman, to create a campaign highlighting today’s women and their individual styles. .
The campaign, directed by Katja Rahlwes, called on three stylists: Karen Binns, Ellie Grace Cumming and Emilie Kareh. They each chose a muse to style from a mix of new pieces from There Was One and the models’ own wardrobe basics.
DJ and electronic musician Honey Dijon; Lebanese and Ivorian designer Rym Beydoun and musician and composer Lucinda Chua are all featured in the campaign.
“It’s not about loud clothes, it’s about the style of these amazing women, the way they wear the clothes and this idea of finding the perfect piece. It’s important for us to celebrate people in style instead of dictating trends – and there’s no age for that, ”added Rogers.