Farfetch will unveil a print, digital and outdoor advertising campaign called Unfollow in March, as the independent etail portal continues its international expansion.
The website, which allows customers to order online from 300 international boutiques, launched Japanese, Russian and Mandarin sites last year and will introduce further Korean, Spanish and German language sites this year.
The Unfollow campaign was shot in Capetown by photographer Charlie Engman and pictures models shot from the back or without labels and famous faces, challenging the consumer to seek out the unexpected and not to follow the crowd. It uses the tagline ‘300 boutiques, one addresss’.
There are currently 30 retailers using the platform in the UK, including London-based boutiques B Store, Bernard, Browns, Feathers, Hostem, Labour of Love, Larizia, Press, Sefton Men, Start, The Shop at Bluebird, Ursa and Vintage Heirloom.
Outside of London, Farfetch features Changing Rooms in Tunbridge Wells, Concept Seasons in Sheffield, Guilio in Cambridge, Please Don’t Tell in Belfast, Polyanna in Barnsley, Profile in Brighton and Zoo Fashions in Ilford.
In November Farfetch launched a click-and-collect service allowing shoppers to order goods from one store and collect it from another.
Farfetch, which was founded in 2008 by Portuguese entrepreneur José Neves, made its biggest turnover in one day in December, reporting sales of $8m (£5.2m). Annual sales have increased to $380m (£249m) and the company now has 450,000 customers from 180 countries.