by Stephen Garner

Farfetch has launched a new global brand campaign to coincide with the official unveiling of its new branding.

Called “Open Doors to a World of Fashion,” the campaign will run in Out of Home (OOH), print, social, online, and for the first time for the company, addressable TV. The new campaign is also the first time the company will unveil its new brand identity and design system which includes the introduction of its ‘Fuse’ monogram.

The campaign brings Farfetch’s unique business model to life through a vivid multimedia journey. Open-mindedness and optimism are the driving forces behind the new campaign.

“This campaign brings a sense of optimism and ‘togetherness,’” said Holli Rogers, chief brand officer of Farfetch. “In a world where perhaps, we can’t physically be together right now, where we can’t travel to our favourite boutiques or shopping destinations we wanted to express how we can bring the world of fashion to people everywhere now and in the future. Farfetch lives at the intersection of two worlds – fashion and technology. These worlds were already merging before the global pandemic, but the move to online is accelerating. Through this campaign, we bring our own highly distinctive global community together, opening doors to a network of like-minded souls: breaking boundaries, bypassing borders – opening doors to fashion and fashion lovers everywhere.”

Ronojoy Dam, brand and culture director of Farfetch added: “Our campaign is enriching and uplifting, beautiful and forward-looking. Our vision is heartfelt – we wanted it to feel inclusive, elegant, and idiosyncratic in equal parts. Fashion is about dreaming, storytelling, and expression – designed now more than ever to be empowered and empowering. We are proud to have worked with visionary international talent to bring this campaign to life.”

The cast of creatives and talent which the company enlisted include acclaimed Broadway playwright and actor Jeremy O. Harris and fashion muse Veronika Kunz, innovative world music artist Kindness and London poet Sonny Hall, iconic Chinese actress Angelababy and environmentalist Wilson Oryema, Vogue cover girl Kesewa Aboah and new faces to watch from China, Nigeria, and India.

The online retail platform is also unveiling its new streamlined and modern brand identity alongside the launch of the campaign.

The Farfetch brand team partnered with Munich-based design studio Bureau Borsche to generate an entirely new cohesive visual system that would build on its global reputation and resonate with its growing audience.

The new brand identity features a more curated approach, introducing more white space along with a new typographic palette which includes a bespoke typeface ‘Farfetch Basis’ (designed in partnership with Colophon Foundry’) alongside the more graphic font family, Nimbus and the bespoke monogram – the ‘Farfetch Fuse.’

The ‘Fuse’ monogram connects the traditional fashion world with the needs of a dynamic digital company. In this case, ‘The Fuse’ is a fusion between a capital ‘F’ and lower case ‘f’ and represents the inherent duality of the brand – it’s a platform where there is a continuous dichotomy between the classic and the modern, the established and the experimental, the romantic and the revolutionary. The monogram acts as an integral communication tool for the new identity that connects the traditional fashion world with the needs of a dynamic digital company.

“With our new brand identity, we wanted to introduce a forward-looking vision for the brand while honouring the Farfetch identity as a single and singular destination, powered by innovative technology, through which to access the greatest designers – established and emergent – fashion curators and most discerning boutique owners across the globe,” said Rogers. “Farfetch is now in its second chapter as a company, partnering with the world’s best designers and stores and we need an identity that reflects that. It marks a new era of expression, ambition, and evolution. This is the perfect moment to build on our growth and our journey so far.”