Farfetch has announced the launch of “Farfetch Communities” that offer content curated by the global community, as part of its drive to boost customer engagement and sales.
From today (7 March), the online fashion platform will move from weekly to daily editorial content across womenswear, menswear and kidswear.
The curation will include Farfetch’s in-house team of creatives, as well as industry icons, hyper-local style heroes, boutique owners and stylists.
It will also showcase boutiques, including Stadium Goods in New York, Antonioli in Milan, Andreas Murkudis in Berlin, Farfetch-owned Browns in London, and L’Eclaireur in Paris.
To celebrate the launch, Farfetch has welcomed actress Chloë Sevigny, British actor, rapper and activist Riz Ahmed, model and activist Adwoa Aboah, and artist Blondey McCoy to curate their own shopping edits from Farfetch’s product range.
José Neves, Farfetch founder, chief executive and co-chairman said: “Since day one, Farfetch has brought the world’s curators and creators of fashion together with people all around the world. 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.
“We believe that fashion is the ultimate way to celebrate and express our individuality; it’s not about one way of dressing, one trend, one aesthetic, one single viewpoint. Farfetch was built with the help of a community of fashion lovers, from boutiques, to brands, to our customers, and over the last 10 years that community has expanded to include many more voices and viewpoints. We thought a great way to bring this belief to life and create an inspiring way to explore our unrivalled range was to bring the people in our community together to share their inspirations and points of view with each other, creating a new way to discover fashion and shop Farfetch.”