Farfetch urges fashion lovers to ‘Unfollow’ with new global ad campaign via Droga5 Europe

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MASTER_DPS_16x10_7-8_OL_AW.LR.jpgFarfetch, the online platform for the world’s best boutiques is launching its first global advertising campaign, created by Droga5 Europe, which will run from February 24 in the UK, US, Germany, Australia and the Middle East.

The ‘Unfollow’ campaign, which leads with the strapline ‘300 boutiques. 1 address.’ will run across print, outdoor, and online celebrates the individuality and style of the fashion-savvy Farfetch consumer and represents the brand proposition of bringing together the collections from these far-flung boutiques in one curated platform.  

MASTER_DPS_16x10_7-8_OL_AW.LR2.jpgCampaign imagery shows models wearing beautiful pieces from Farfetch boutiques, but only seen from the back. The ads showcase the clothing without famous faces, challenging consumers to seek out the unexpected, to ‘unfollow’ the crowds.  

The campaign was shot in Cape Town by Charlie Engman, a young artist described as a ‘breakout talent’ by Nowness and hailed as one of a new breed of fashion photographers.

MASTER_SP_300x220_OL_AW3.jpgSays Stephanie Horton, chief marketing officer at Farfetch: “While the dominant fashion retailers dictate trends to the crowd, and while most consumers of fashion approach it as a race to conform, Farfetch offers access to fashion on one’s own terms, emboldening our customers to express their individuality. This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves.”

Says Nik Studzinski, executive creative director at Droga5 Europe: “We are delighted to be working with Farfetch on their first brand campaign. With Unfollow we’re aiming to highlight that Farfetch is a company that stands for people who really love fashion and don’t just mindlessly follow it. A brand that doesn’t adhere to the established conventions of the fashion category. No predictability or famous faces. Just unique clothes and a rallying cry to encourage people to unfollow.”

The launch of the ad campaign comes as Farfetch rides a wave of robust growth and adds initiatives to further enhance the customer experience. Farfetch continues to focus on international expansion both with new boutique signings and fully localised content and translations of the site. Following the successful launches of Japanese, Russian, and Mandarin Farfetch will launch Korean, Spanish and German language sites in 2015.

Agency: Droga5 Europe

Creative Director: Nik Studzinski

Art Director: Mico Toledo

Copywriter: Jo Forel

Head of Client Development: Amy Garrett

Client Development: Yuki Yamakado

Agency Producer: Aileen Grebovic

Photographer: Charlie Engman

Production Company: Sylvia Farago Ltd / 10-4 Africa

Producer: Sylvia Farago