Luxury fashion e-tailer Farfetch is changing the way we find fashion inspiration with their latest photography project, The Art of Choice. The campaign aims to redefine fashion trends by using iconic images from the 20th century as a starting point. By drawing inspiration from the past, Farfetch believes that new possibilities can be imagined and we can discover the endless fashion choices available on their platform.
To execute this vision, Farfetch partnered with Magnum Photos, a well-known photography agency, and enlisted the talent of renowned photographers such as Eve Arnold, Ernest Cole, Bruno Barbey, Chris Steele-Perkins, and Herbert List. These iconic images feature subjects wearing clothing that aligns with the categories used to describe, search, and purchase fashion today.
In addition to the collaboration with Magnum Photos, Farfetch joined forces with influential figures from various industries including pop culture, music, photography, and architecture. FKA twigs, Tyler Mitchell, Carl Gerges, along with writer and curator Antwaun Sargent, curated themed series of images from the Magnum Photos archive for the campaign.
To bring The Art of Choice to life, Farfetch plans to create impromptu street installations in major cities like New York, London, and Dubai, transforming urban locations into public galleries. The campaign will also utilize digital storytelling programs in cities such as Berlin, Paris, Mexico City, Moscow, Seoul, Shanghai, and Tokyo. Farfetch aims to captivate a global audience through their community and curated Instagram accounts. In conjunction with the campaign, Farfetch has also launched its TikTok channel to further expand its digital presence.
The campaign was developed by Farfetch in collaboration with New Systems for Ideas, an international collective dedicated to exploring the intersection of fashion and technology. Ronojoy Dam, Global Brand & Culture Director at Farfetch, emphasized that the project draws on the rich history of modern photography and features some of the world’s most renowned photographers. He stated that the campaign combines localized presence with universal themes, artistic viewpoints, and social storytelling, all infused with a digital mindset, reflecting the need for new forms of communication in today’s era.
Holli Rogers, Farfetch’s Chief Brand Officer, highlighted the company’s commitment to providing customers with a vast selection of fashion choices. Farfetch aims to go beyond seasonal trends and offer individuals the freedom to curate their unique style and express their individuality. The Art of Choice serves as an engaging and inspiring way to revisit timeless images of people and style, anchoring them in today’s fashion landscape and embodying the concept of infinite choice.
Through The Art of Choice campaign, Farfetch aims to showcase its position as the leading destination for luxury fashion. They offer customers an unparalleled selection of choices that allow them to elevate their personal style. Viewers are invited to explore the relationship between the past and present, sparking inspiration and imagination in the world of fashion.
Links:
1. Farfetch
2. Magnum Photos
