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Farfetch launches photography project to re-invent the way people find fashion inspiration

Tom Shearsmith
15 September 2021

Farfetch has announced a new international photography project, aiming to re-invent the way people find fashion inspiration, titled 'The Art of Choice'.

The project is inspired by the concept that an image from yesterday can become a tool for fashion conversations and inspiration today.

Pop culture auteurs including music artist FKA twigs, photographer Tyler Mitchell and architect/musician Carl Gerges, supported by writer and curator Antwaun Sargent, have selected a themed series of images from Magnum Photos’ iconic archive of 20th-century photography, acting as their own ode to people, places and style including the cities they love.

Magnum is the leading force in the world of photojournalism from the last century. Its iconic archives include some of the most celebrated photographers of all time. Images shot over the past decades see their subjects wearing pieces that inevitably reflect the categories of clothes we wear today.

The campaign was developed by Farfetch with New Systems for Ideas, a recently formed international collective focused on pioneering the interaction between fashion and technology through innovative ideas. has curated a gallery to showcase the new project:

Holli Rogers, Chief Brand Officer at Farfetch, said: “With the world’s largest selection of fashion available, Farfetch customers have a rare level of choice that allows them to transcend seasonal trends and freely curate the looks that express their own style and individuality. 'The Art of Choice' is a fun and inspirational way to look back at timeless images of people and style for today’s fashion inspiration and bring to life this concept of infinite choice.

“I believe that fashion was born on the streets - the original street style! What others wear, and how they make it their own is a huge inspiration to me - how we interpret what we see outside in the world will often play out in our own personal style. We’ve all been through this extraordinary period in time where so much has changed and we’ve reflected on what’s important to each of us.”

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