{"id":183085,"date":"2021-10-20T13:06:16","date_gmt":"2021-10-20T12:06:16","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=183085"},"modified":"2021-10-20T19:49:53","modified_gmt":"2021-10-20T18:49:53","slug":"farfetch-launches-its-own-fashion-brand-with-new-guards-group","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/farfetch-launches-its-own-fashion-brand-with-new-guards-group\/","title":{"rendered":"Farfetch launches its own fashion brand with New Guards Group"},"content":{"rendered":"

Farfetch has unveiled its first private label, There Was One, which is \"positively conscious\" and \"transcends hype\".<\/strong> The womenswear line, which offers elevated essentials from tailored blazers<\/a> and high-waisted trousers to\u00a0dresses and<\/a>\u00a0shirts is available exclusively on its platform.<\/strong><\/p>\n

<\/p>\n

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.<\/span><\/p>\n

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).<\/strong> While product traceability are not fully broken down by yarn, production method and origins, the manufacturing is done in Italy.<\/p>\n

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.<\/p>\n

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 \u201cwhat do we really need?\u201d 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.<\/p>\n

Prices for the collection<\/span> <\/a>ranges from \u00a370 for a basic t-shirt to \u00a3915 for a double-breasted wool coat.<\/strong><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

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