In Pictures: Farfetch launches new AW24 brand campaign spotlighting 'real individuals'

Online luxury fashion destination Farfetch has launched its new campaign for AW24, which comes to life with the use of a new cast drawn from various fields – including models, a chef and a stylist.

The campaign "provides a glimpse of the diverse personas and styles that represent the retailer's community of tastemakers", showcasing new womenswear and menswear styles from leading designer brands.

Set in New York and with a focus on "real individuals", the campaign celebrates some of the best pieces of the season, including cosy knits, sumptuous fabrics, statement pieces and wardrobe essentials.

The new 'farfetch it' slogan across the images is particularly tongue in cheek with the shot of a female model with slicked back hair, split thigh skirt and heels – complete with a dog on a lead.

Director for Menswear Luke Raymond, Creative Director Charlie Miles, and photographer Tom Kneller have combined to put together some strong men’s looks, including a male model, again with slicked back hair, in a sharp leather trench coat with spear collar shirt and tie.