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Farfetch Launches New Brand Identity Via Global 'Open Doors' Campaign

The Farfetch 'Open Doors' campaign champions an increasingly globalised community and the power of discovery, placing Farfetch's unique role as a connecting hub for independent boutiques around the world front and centre.

Farfetch unveils its new brand identity alongside the campaign, introducing a new logo, site aesthetic and monogram, ‘The FARFETCH Fuse’, for the first time. The Campaign created in collaboration with leading industry creatives including British photographer Harley Weir, Chinese photographer Leslie Zhang, Russian stylist Lotta Volkova and French filmmaker Simon Cahn enlists a cast worldwide talent evocating 'fashion at its best' - poet Sonny Hall, playwright Jeremy O. Harris, musician Kindness, actress Angelbaby, model Kesewa Aboah and spoken word artist Wilson Oryema.


Launching in New York, Shanghai, London and in key markets in the Middle East variously across addressable TV, OOH, print, social and online, the ‘Open Doors to a World of Fashion’ campaign will also include a multi-layered international content journey for customers across the FARFETCH ecosystem and community. It will include an innovative Snapchat Portal Lens, where people can ‘visit’ iconic boutiques around the world from wherever they are, a TikTok challenge, timely and intimate conversations with inspiring fashion voices across Instagram and a new YouTube channel.

“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" - Ronojoy Dam, Brand and Culture Director of Farfetch

Farfetch is also unveiling its new streamlined and modern brand identity alongside the launch of the ‘Open Doors to a World of Fashion’ 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 Farfetch’s global reputation and resonate with its growing audience.

"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. 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” - Holli Rogers, Chief Brand Officer of Farfetch

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