Farfetch and gucci team up on long-term content project

by Stephen Garner

Farfetch Limited has teamed up with Gucci to launch an eight-month storytelling content collaboration featured across the luxury shopping site as part of its recently launched ‘Communities’ initiative.

Dubbed ‘Farfetch and Gucci Open House’, the initiative will see people from Paris, Milan, Tokyo, Chicago, Toronto, Los Angeles, Rio de Janeiro, and London welcome lovers of Gucci into their homes to share their fashion and creative inspirations. The project sees Farfetch and Gucci go into the homes of its community to explore how the city and culture around them influences their personal styles looking at each person’s fashion choices in the context of their home and city environments, allowing lovers of Gucci to discover new season pieces from the brand in an entirely new way.

This is the first time that Farfetch and Gucci have worked together on a longer-term content collaboration for Farfetch Communities, building on the two brands’ ongoing partnership and shared values of individuality, inclusivity, and community.

Gucci has been a direct brand partner to Farfetch since 2017 and since then, the two companies have worked on innovative projects including F90 (90-minute delivery in major cities around the world) and more recently, a global stock point initiative which enables reduced shipping distances from Gucci to Farfetch customers, helping both companies’ sustainability efforts.

“We are thrilled to continue our successful long-standing partnership with Gucci with such a unique collaboration,” said Giorgio Belloli, chief commercial and sustainability officer at Farfetch. “Farfetch customers from all corners of the world love Gucci and wear its products in so many different and individual ways. Being able to take them on a journey into the homes and cities of our shared Community over the next eight months is inspiring and exciting.”