Farfetch embraces bespoke curation with Communities
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Farfetch embraces bespoke curation with Communities

Luxury online retailer Farfetch is branching out into more bespoke, curated, offerings for its legion of hungry fashionistas. The new platform, Farfetch Communities, will feature collections by stylish influencers like award-winning actress Chloe Sevigny, actor and rapper Roz Ahmed, model and activist Adwoa Aboah, and Palace skateboarder, artist, and designer Blondey McCoy.

These popular celebrities have shared inspirational personal shopping choices from across Farfetch’s varied product range – all of which, of course, combine the style and personality that they’re known for. It’s a canny move on the part of Farfetch to take its luxury offering into more personalised, sticky, territory.

Farfetch’s share price has appreciated by 54% already, year to date!

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Source: Yahoo Finance

Speaking to luxury publication Highsnobiety, McCoy said: “I was flattered to have been asked by Farfetch to curate this hypothetical big shop. I wanted to take the chance to show my admiration for the masters of the rag trade who have inspired and influenced me, not just in the way they dress the world but also in the way they dress and conduct themselves. I picked the clothes I did because, to quote Westwood — Viv, not Tim — ‘I really think that if you put these clothes on, you will look like a force to be reckoned with.’”

Check out Blondey McCoy’s introduction to Farfetch Communities below:

Farfetch Communities is an “ever-evolving project” that’s clearly aimed at bringing the brand closer to its customers. At time of writing, the company’s press release says it will offer “an inclusive way to shop while exploring the world of fashion and culture.” And, in what is becoming the standard for current, youth-centric, luxury brands, shoppers are pointed towards the company’s Instagram feed for more information.

Dominion holds Farfetch in its Global Trends Luxury Fund.

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