Farfetch Is Launching Its Own Fashion Brand There Was One—Shop It Now
For fashion fans on the hunt for far-flung designers or hard-to-find pieces, Farfetch has been a go-to since it was founded in 2007 by the Portuguese business mogul José Neves. The e-tailer stocks goods from various boutiques big and small in over 50 different countries—where you might find anything from a rare vintage Galliano-era saddle bag to a current season can’t-find-anywhere-else Balmain runway dress. But now, Farfetch is stepping out with its very own in-house fashion brand.
Dubbed ‘There Was One’ the line takes inspiration from elevated classics and includes tailored blazers, soft slip dresses, denim jackets, and zippered leggings, and draws from the platform’s data-driven insights on what customers are actively searching for on Farfetch. “‘You always have people looking for a great jacket,” says Holli Rogers, chief brand officer of Farfetch. “Or a great piece of knitwear; the perfect t-shirt. Those things that come up quite consistently.” In the hands for There Was One, an everyday button-down becomes a bit more oversized and is rendered in organic silk. A long-length spaghetti-strap slip dress comes with a dramatic square-shaped neckline and is floor-length. A ribbed-knit polo-collar shirt dress is slit at the elbows and elegantly flares out around the wrists, for example.
“Through the course of the pandemic, having insights, really seeing trends globally and understanding what the consumers are wanting and gravitating to, we were watching these consumer trends shift a bit away from ‘fashion fashion’ and more into investment dressing,” says Rogers. “They were not just buying loungewear per se, but buying things that they felt like they could just add to their wardrobe, staples that they could have in perpetuity.” So, the platform devised the label in partnership with New Guards Group, which it acquired in 2019 for $675 million and now includes Off-White, Heron Preston, Opening Ceremony, and Palm Angels.
For now, There Was One will be operating on a drop-basis, with new merchandise out every few months, sold exclusively on Farfetch. And as for the prices, they range from less than $100 for a cotton tank to over $1,000 for leather jackets and higher for other pieces in the future. “We want to understand what sells and what we can shift based on customer feedback we have, and how we can parlay that and evolve the collection,” adds Rogers.
Published at Wed, 20 Oct 2021 01:44:13 +0000