Since its founding in 2007, Farfetch has long been a go-to for anyone on the hunt for the latest and greatest pieces. Calling it There Was One (TWO), they’re now the latest e-tailer to launch their very own label, following in the footsteps of the Milan-based Yoox, and Mr Porter.
The new label will be designed in collaboration with Italian New Guards Group. It is said to be a line of elevated basics, produced with ethics in mind. The label is steering away from trends, putting the focus on helping others create a staple wardrobe.
“Through the course of the pandemic, having insights, really seeing trends globally and understanding what the consumers are wanting and gravitating to, we were watching these consumer trends shift a bit away from ‘fashion fashion’ and more into investment dressing,” Holli Rogers, Farfetch’s Chief Band Officer said.
“They were not just buying loungewear per se, but buying things that they felt like they could just add to their wardrobe, staples that they could have in perpetuity.”
To celebrate the launch, Farfetch teamed up with Penny Martins, editor-in-chief of Gentlewoman Magazine to create a campaign. The result? A celebration of inspiring women, including Ivorian-Lebanese designer Rym Beydoun and Beirut-born stylist Emilie Kareh.
The label, which saw its launch on October 20, is made of 126 timeless pieces in a simple colour palette of whites, grey, and beige. The collection includes everything from t-shirts, tops, sweatshirts and trousers, to trench coats and leather jackets. From this point on, TWO will function on a drop-basis, with pieces to be released every few months.
