Farfetch highlights unique product mix in star-studded global campaign

Farfetch has launched a star-studded new global campaign, #YourChoiceYourFARFETCH, aiming to highlight how the luxury platform's unique product mix facilitates shopper's self-expression.

The star-studded cast include Sex and the City's Kim Cattrall, actor Josh Hartnett, musician and producer Steve Lacy and Dominican-American Latinx singer María Isabel.

The campaign launched globally on 16 March, 2022, with Farfetch tapping into its community on social media to help amplify its reach. In connection with the campaign, the retailer is working with TikTok creators and Instagram accounts who will reference their favourite style icons. The retailer is also launching its first branded Giphys and interactive stickers.

The US is a specific focus for the retailer, where it will launch the campaign across TV and adveritisng media, as well as paid social channels in Miami, Los Angeles and Houston - cities that encompass "a new sense of freedom, creativity and diverse, young generations," according to Farfetch.

It marks the first time that a campaign was developed and executed internally by Farfetch's new Creative Director Yannis Henrion.

“Our new #YourChoiceYourFARFETCH campaign celebrates individual fashion choices beyond the algorithm and endless possibilities over seasonal trends, starring a cast of some of the internet’s most talked-about future and forever American style icons. It’s about the freedom to wear what you want, for yourself. Everything is a remix," said Ronojoy Dam, Senior Global Brand & Culture Director, Farfetch.

Holli Rogers, Chief Brand Officer, Farfetch added: "We really wanted to create a campaign that ultimately communicates to consumers that there are no expectations when it comes to their self-expression through fashion. Our protagonists in the #YourChoiceYourFARFETCH campaign represent fashion lovers across a range of ages and style references, choosing the pieces that make them feel more confident and empowered. Farfetch makes this possible with a range of fashion like no other - from the mini skirt of the moment and timeless must-haves, to the pieces you didn't even know you had to have - offering countless possibilities and endless ways to express what makes you, you."