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Farfetch has announced a new content initiative to help consumers discover the latest trends, with the help of a number of famous faces and industry pioneers.
The online retailer has recruited Chloe Sevigny, Riz Ahmed, Adwoa Aboah and Blondey McCoy to be part of the Farfetch Communities platform, which will feature specially curated shopping edits and allow users to share daily fashion inspiration.
Alongside the celebrities, the community will also include Farfetch’s in-house creative team, industry figures, local influencers and boutique owners who work with the platform.
The idea is to bring together “people who are shaping the cultural landscape from all corners of the globe.”
Farfetch chief executive officer and co-chairman Jose Neves expressed his hope that the initiative will help the retailer keep up with fierce online competition.
“Since Day One, Farfetch has brought the world’s curators and creators of fashion together with people all around the world,” he told WWD. “We wanted to take that a step further by building out Farfetch Communities to create an inspiring way to help our customers, discover the things they love.”
He also considered the changing landscape of retail, and highlighted the need for brands to produce fresh, regular content to keep customers engaged.
Reflecting on the platform’s ability to connect with consumers globally, Sevigny explained she hopes it will inspire people to take greater risks when shopping for themselves.
“I hope to inspire buyers to explore something new and perhaps try designers that they’ve never worn before,” the 44-year-old actress said.

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