by Stephen Garner

FARFETCH has launched a new international photography project.

Called “Art of Choice,” the modern luxury fashion platform tapped pop culture auteurs to select a themed series of images from Magnum Photos’ iconic archive of 20th-century photography, acting as their own ode to people, places, and style including the cities they love.

Shot over three cities – New York, London, and Dubai – FARFETCH’s latest campaign features music artist FKA twigs, photographer Tyler Mitchell, and architect/musician Carl Gerges, supported by writer and curator Antwaun Sargent.

“With the world’s largest selection of fashion available, FARFETCH customers have a rare level of choice that allows them to transcend seasonal trends and freely curate the looks that express their own style and individuality,” said Holli Rogers, chief brand officer at FARFETCH. “The Art of Choice is a fun and inspirational way to look back at timeless images of people and style for today’s fashion inspiration and bring to life this concept of infinite choice.”

“I believe that fashion was born on the streets – the original street style! What others wear, and how they make it their own is a huge inspiration to me – how we interpret what we see outside in the world will often play out in our own personal style,” continued Rogers. “We’ve all been through this extraordinary period in time where so much has changed and we’ve reflected on what’s important to each of us. I believe this will translate into people wanting to express themselves in different ways through fashion – gravitating towards choices which are unique to them, and informed by their own experience and that of the people who have inspired them from times past.”

The Art of Choice project will also gift New York, London, and Dubai with impromptu street installations, utilizing city locations as public galleries before the digital storytelling program extends the narrative to cities including Berlin, Paris, Mexico City, Moscow, Seoul, Shanghai, and Tokyo via the FARFETCH community and curatorial Instagram accounts, also coinciding with the launch of the FARFETCH TikTok channel.

“The Art of Choice introduces the idea of an advertising campaign drawing on nothing short of the history of modern photography,” added Ronojoy Dam, global brand and culture director at FARFETCH. “The photographers featured are some of the world’s most renowned. The interaction between hyper-localized presence and universal themes, artistic viewpoints and social storytelling, all underpinned by a digital mindset, is a reflection of times that call for new forms of communication. FARFETCH is about empowering diverse fashion perspectives – and we hope this simple act is a small way of celebrating that.”