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Farfetch announces communities collaboration with Gucci

Alice Ierace
31 May 2019

Farfetch, the global technology platform for the luxury fashion industry, and Gucci have just announced the "Farfetch and Gucci Open House", an eight-month storytelling content collaboration featuring across Farfetch.

The collaboration will be a part of the platform's recently launched "Communities" initiative. Open House will see people from Paris, Milan, Tokyo, Chicago, Toronto, Los Angeles, Rio de Janeiro and London welcome lovers of Gucci into their homes to share their fashion and creative inspirations.

Both companies will be able to visit the homes of their community to explore how the city and culture around them influence their personal styles whilst allowing lovers of Gucci to discover new season pieces from the brand in an entirely different way.

This is the first time that Farfetch and Gucci have worked together on a longer-term content collaboration for Farfetch Communities, building on the two brands’ ongoing partnership and shared values of individuality, inclusivity and community.

Giorgio Belloli, Chief Commercial and Sustainability Officer, Farfetch said: “We are thrilled to continue our successful long-standing partnership with Gucci with such a unique collaboration. Farfetch customers from all corners of the world love Gucci and wear its products in so many different and individual ways. Being able to take them on a journey into the homes and cities of our shared Community over the next eight months is inspiring and exciting.

Chef and model Coralie Jouhier and actor and musician, Lukas Ionesco will be the first in the series to open the doors to their homes, with art director and owner of GUFRAM, Charley Vezza and editor and stylist, Francesca Cefis following in the next instalment from Milan.

Coralie Jouhier commented: “I loved being part of the Farfetch and Gucci Open House project. I get my fashion inspiration from everywhere and I love to discover people’s worlds and where their inspirations come from so being able to share my world and my vision was really cool.”

Charley Vezza added: “I feel honoured to be a part of the ‘Farfetch and Gucci Open House’ project. To me, style is self-expression in every way; from what we wear to how we live, how we decorate our homes. A glimpse into my house allows people to understand who I am as an individual more than with an interview.

Gucci and Farfetch started their partnership in 2017 and, since then, the two companies have worked on innovative projects including F90 (90-minute delivery in major cities around the world) and more recently, a global stock point initiative which enables reduced shipping distances from Gucci to Farfetch customers, helping both companies’ sustainability efforts.


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