The Art of Choice is more than just another fashion campaign. Rather than existing to show off yet another fashion collection, luxury retail platform Farfetch's A/W 21 campaign is a love letter to photography and the ever-evolving culture that is street style, featuring a trio of carefully selected creatives including musician FKA twigs, photographer Tyler Mitchell & architect/musician Carl Gerges). Each cultural figure was given a city to base their curation around, leading to a 24-hour installation; FKA Twigs was in charge of London, Mitchell was overseeing New York and Gerges, Dubai.
The installations in question were in partnership with Magnum Photos, allowing each curator access to the incredible 20th-century archive that belongs to Magnum. For the UK edition, FKA twigs (supported by writer and curator Antwaun Sargent) selected a series of images resulting in the theme London Reborn, a personal touch for the English musician where she honoured the people, places and styles she loves.
Holli Rogers, Chief Brand Officer, Farfetch said in a statement:
'With the world's largest selection of fashion available, Farfetch customers have a rare level of choice that allows them to transcend seasonal trends and freely curate the looks that express their own style and individuality. The Art of Choice is a fun and inspirational way to look back at timeless images of people and style for today's fashion inspiration and bring to life this concept of infinite choice. I believe that fashion was born on the streets - the original street style! What others wear, and how they make it their own is a huge inspiration to me - how we interpret what we see outside in the world will often play out in our own personal style. We've all been through this extraordinary period in time where so much has changed and we've reflected on what's important to each of us. I believe this will translate into people wanting to express themselves in different ways through fashion - gravitating towards choices which are unique to them, and informed by their own experience and that of the people who have inspired them from times past.'
The Art of Choice introduces the idea that we can imagine newness by taking inspiration from archival images, using the past to inform the clothes of tomorrow, exclusively available on Farfetch.com. The campaign also connects our day-to-day style with the art of curation, recognising the forces of new generational talent while honouring the past century of photojournalism.
Street style proves to be an incredible source of reference for creatives around the world, having influenced a wealth of fashion photographers and image-makers of today, including Bill Cunningham and SHOWstudio's very own director Nick Knight. Farfetch's A/W 21 campaign doesn't just highlight the unparalleled beauty of clothes, but also how they're perceived. The setting, wearer and environment are all integral components in the coming together of an overall 'look', a curatorial job in itself that allows creative minds to express themselves without fear of judgement. The streets are the catwalk, and Farfetch knows this above all else.