'There Was One' Is Farfetch's Answer To Conscious Dressing
Known as the place to buy unique hard-to-find luxury fashion since its opening in 2007, the retail giant has announced this week they're launching their own line in collaboration with the New Guards Group, 'There Was One', consisting of 'elevated wardrobe essentials'.
Known as the place to buy unique hard-to-find luxury fashion since its opening in 2007, the retail giant has announced this week they're launching their own line in collaboration with the New Guards Group, 'There Was One', consisting of 'elevated wardrobe essentials'.
For over a decade, Farfetch has been the go-to place for fashion folk to seek out one-of-a-kind luxury pieces that are, in many ways, elusive, exclusive and, to put it bluntly, hard to find. Having stocked a variety of items from labels big and small in over 50 different countries for many years, Farfetch have decided it's time to take matters into their own hands. Inspired by the labels they sell, they have created their own line, There Was One - fittingly described by the brand as 'a line of elevated wardrobe essentials with sustainability built in and longevity in mind.'
Devised by both Farfetch and the new Guards Group (NGG) - also responsible for Virgil Abloh's OFF-WHITE - it's said There Was One has been purposefully designed 'in a truly customer-centric way'. A year of analysing data-driven insights on customer searches while also understanding people's different needs for fashion post-pandemic, There Was One is undeniably for the people of today; smart yet casual, elegant yet non-fussy. Armed with a set of values that will hopefully go on to inform many of the label's designs as the Farfetch-owned brand evolves, Farfetch have reported There Was One will feature conscious and certified materials across collections and be delivered in minimal, compostable packaging.
Landing with a campaign courtesy of Farfetch editor, (and ex editor-in-chief of SHOWstudio) Penny Martin, There Was One's debut campaign features an array of high-flying collaborations between stylists Karen Binns, Ellie Grace Cumming and Emilie Kareh and their inspirational 'Ones' Honey Dijon, Lucinda Chua and Rym Beydoun.
Chief brand officer of Farfetch Holli Rogers commented on the relevance of the new line in today's market, remarking, 'There Was One is exactly what so many people are looking for now.' As we emerge from a deadly pandemic, where the majority of us, either side of the globe, have spent the best part of 18 months at home in our loungewear, there's a new need for fashion that isn't loud or obnoxious but more multi-functional that can suit a myriad of occasions, or, as Rogers established, 'enduring fashion that will be in their closets for years to come.'
Speaking of the idyllic wardrobe that fits in today society, Martin said in a statement:
'There Was One is the first brand to be launched on Farfetch – a project with an extraordinary reach and the facility to meet every possible style need. With its launch, we wanted to combine the best of the digital world with the freedom and joy of real women's style – their opinions, their memories, the confidence and pleasure they get from clothes – through candid conversation and portraiture. The result is a strikingly intimate campaign, photographed and filmed by Katja Rahlwes, with intelligent insights and confessions from fascinating women galore. Never was individuality and personal style more precious – it is exciting for There Was One to embrace these qualities so ambitiously.'
There Was One is available to buy now, exclusively on Farfetch.com