Farfetch launches first advertising campaign
Farfetch, the online marketplace for independent fashion boutiques, has launched its first print, digital and outdoor advertising campaign as it continues to focus on international expansion.
Developed by Droga5 and shot in Capetown by photographer Charlie Engman, the UNFOLLOW campaign celebrates the style of the Farfetch customer through images of models seen from the back. Droga5 said the ads deliberately showcase the clothing without featuring labels or famous faces.
Nik Studzinski, executive creative director at Droga5, explained: “With UNFOLLOW we’re aiming to highlight that Farfetch is a company that stands for people who really love fashion and don’t just mindlessly follow it. A brand that doesn’t adhere to the established conventions of the fashion category. No predictability or famous faces. Just unique clothes and a rallying cry to encourage people to unfollow.”
Farfetch chief marketing officer Stephanie Horton added: “This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves.”
The launch of the ad campaign comes as Farfetch continues its international expansion. In 2015 the company will launch new Korean, Spanish and German language sites to add to its Japanese, Russian, and Mandarin sites.
