Farfetch Launches Their 'Positively Conscious' Campaign

What's more stylish than caring about the environment? Answer: not a lot! Farfetch has pledged to highlight all of their sustainable pieces throughout the month of June, including pre-owned styles and 'circular' services, in celebration of World Environment Day (5 June) and World Oceans Day (8 June).

Choosing to focus on brands that are making industry-leading efforts to minimise fashion's impact on people, animals and the planet, Farfetch will make every effort to turn their customers' eye towards the luxury brands (including womenswear, menswear and kidswear) whose products qualify as 'conscious' by using a set of independently backed criteria that makes sure the brands are adhering to at least one of the following:

• Be made of independently recognised or certified materials.
• Have been created via a certified production process.
• Be pre-owned or belong to a brand that scores well with the ethical rating agency Good on You.

A new campaign photographed and directed by Joyce Ng and styled by Tati Cotliar, spotlights the brands from the online edit, which include Alighieri, Ancuta Sarca, Chopova Lowena and Ahluwalia, with whom there will also be a YouTube video tracking the London-based designer's sustainable credentials. Styled with pre-owned designer pieces from the likes of Chanel, the campaign shows customers how they can mix and match both new and old.

Conscious fashion has always been a part of Farfetch's DNA due to the platform being built to serve the sole purpose of selling existing stock in small boutiques worldwide, helping to globally reduce clothing waste - (something that amounts to 92 million tonnes per year). Just last month, they released a report on customers' conscious shopping habits.

Empowering everyone to choose, act and think positively is what makes Farfetch essential to the luxury fashion sector. Their efforts to go above and beyond have never fallen short, meaning they've steadily earned their reputation as one of fashion's leading sustainable businesses, helping to pave the way so that like-minded (yet smaller companies) can follow in their footsteps.

Farfetch have also introduced various programmes in the hopes of encouraging their customers to make more thoughtful decisions regarding fashion, promoting the notion that truly loved and cherished pieces are the way forward. There's the bag resale programme Farfetch Second Life and donations programme, Farfetch Donate (available to customers in the US for the first time this month), both helping to extend the life of much-loved pieces. They've also set up the Farfetch Fix repair service - so you'll no longer have to worry about that top that's on its way out, Farfetch is here to save the day (and your wardrobe).