Icy Ling, CEO and Co-Founder of IC & Co

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THE POSITIVELY FARFETCH CAMPAIGN, With great style comes great responsibility

17 Jun 2021

FARFETCH, the global destination for modern luxury, continues to champion more sustainable fashion and services with their newly launched Positively FARFETCH campaign. Throughout the month of June in honour of World Environment Day (5th June) and World Ocean’s Day (8th June), content on FARFETCH.com will highlight the platform’s unrivalled selection of more sustainable pieces, pre-owned styles and circular services.

Helping customers find the pieces they love with as little, or as positive an impact on the world as possible, is part of FARFETCH’s DNA – the platform was built on the premise of selling existing stock in small boutiques around the world, to better match supply and demand and so reduce waste. This remains the model today and FARFETCH has broadened its mission to become the global platform for good in luxury fashion, empowering everyone to choose, act and think positively.

The Positively FARFETCH campaign takes a fun fashion-first approach to bring to life FARFETCH’s expansive offering in the space, featuring a suite of films and visuals with a playful twist on the classic infomercial ad format, created in partnership with new Vogue global creative directors, Convoy, photographed and directed by Joyce Ng and styled by Tati Cotliar.      

The Positively FARFETCH campaign inspires customers to see they can love fashion and care about the world, by showing sustainable fashion options are empowering, expressive, and full of choice. The campaign highlights the dynamic nature of more sustainable fashion on FARFETCH by highlighting two key elements; ways to choose positively by shopping from FARFETCH’s conscious and pre-owned edits, and ways to act positively by showcasing the platform’s range of services that can help extend the life of previous purchases.

Choose Positively: Throughout June content on FARFETCH.com and across FARFETCH marketing channels will champion the most relevant and expansive curation of luxury brands across womenswear, menswear and kidswear that are making industry-leading efforts to minimize fashion’s impact on people, animals and the planet. This includes dedicated edits of pre-owned pieces for womenswear and menswear, conscious jewellery and upcycled watches and jewellery. FARFETCH uses a set of independently backed criteria to qualify what it classifies as Conscious products on the platform. For products to be Conscious they must adhere to one of the following criteria: be made of independently recognised or certified materials (e.g. organic, recycled and upcycled fabrics, low impact cellulosic materials, etc.), have been created via a certified production process, be pre-owned or belong to a brand that scores well with ethical rating agency Good on You.

Content also includes a partnership with leading conscious fashion magazine More Or Less featuring Joyce AKA Flower Love, Samata, and Molly Hayward as well as a World of Ahluwalia episode on YouTube exploring the life, work and inspiration of conscious designer Priya Ahluwalia.

Act Positively: With great style comes great responsibility and at FARFETCH that means making more thoughtful decisions about the pieces you love once they are worn out or no longer needed. Customers can explore ways to clear space in their wardrobe and earn FARFETCH credit with the bag resale programme FARFETCH Second Life (US & Europe) and donations programme, FARFETCH Donate (UK), or extend the life of their favourite pieces with their FARFETCH Fix repair service. This month FARFETCH Donate will now also be available to customers in the US for the first time and will also be amplified with a partnership with Slow Factory’s Celine Semaan and her community of visionary voices, who will be donating beloved, memorable pieces in a video series entitled “Past Lives.”

The Positively FARFETCH campaign follows the recent launch of FARFETCH’s first annual Conscious Luxury Trends Report and updated Fashion Footprint tool, all in line with the company’s ambitious 2030 Sustainability Goals. You can learn more about what makes a product on FARFETCH.com Positively Conscious here and how the platform is reducing its climate impact and offsetting the carbon footprint of all returns and deliveries here.

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