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Farfetch launches its own fashion brand with New Guards Group

Jeremy Lim
20 October 2021

Farfetch has unveiled its first private label, There Was One, which is "positively conscious" and "transcends hype". The womenswear line, which offers elevated essentials from tailored blazers and high-waisted trousers to dresses and shirts is available exclusively on its platform.

The collection is highlighted as "Planet Conscious" with each garment labelled "Positively Conscious" with eco-friendly fabrics including Woolmark certified, non-mulesed and traceable wool and organic cotton used.

Sustainable qualities include items crafted from certified recycled or upcycled yarns as well as organic materials, fabrics and trims certified by the Forest Stewardship Council (FSC). While product traceability are not fully broken down by yarn, production method and origins, the manufacturing is done in Italy.

The collection was developed with Milan-based New Guards Group, which Farfetch acquired in 2019 for $675m. The contemporary luxury production and distribution holding company also operates Off-White, Heron Preston, Ambush and Palm Angels.

The launch was announced on Farfetch's social media where stylists Ellie Grace Cumming, Karen Binns and Emilie Kareh introduced the new wardrobe on Instagram, to answer the question “what do we really need?” The answer appears to be only the necessary, which the three stylists show in the campaign by dressing three women of their choice - DJ Honey Dijon, cellist Lucinda Chua and designer Rym Beydoun - from the capsule of made-to-last pieces.

Prices for the collection ranges from £70 for a basic t-shirt to £915 for a double-breasted wool coat.

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