Frank Lebon Shoots The Latest Farfetch Campaign
Tsunaina, Chloe Wise, Antwaun Sargent and Tamu McPherson appear in a series of remotely shot photographs by Lebon as part of Farfetch's The Perfect Match campaign.
Tsunaina, Chloe Wise, Antwaun Sargent and Tamu McPherson appear in a series of remotely shot photographs by Lebon as part of Farfetch's The Perfect Match campaign.
Frank Lebon is one of the most exciting image-makers at work in fashion today. Having created still and moving image campaigns for Kim Jones' Dior Men, Gucci, Palace, Kiko Kostadinov, Claire Barrow and Parco, Lebon's work is far from limited to fashion. He has also created mind-bending music videos for A$AP Rocky, James Blake and Mount Kimbie. Working primarily across animation, photography, drawing and film, with a speciality in analogue processes, Lebon's humour, playfulness and sense of innate intimacy echoes throughout his collages, montages and short films. It feels apt to mention that Lebon comes from a family of photographic legends, since his his father, mother and brother appear often in his work; his dad is Mark Lebon, a key contributor to the Buffalo aesthetic, and his brother is Tyrone Lebon, a fellow photographer and filmmaker who has defined the aesthetic of Bottega Veneta and Calvin Klein, amongst other brands.
Lebon's latest foray into fashion is for Farfetch's The Perfect Match campaign, which he shot remotely across five continents during lockdown. In images styled by Max Pearmain, members of the Farfetch family including model Tsunaina, artist Chloe Wise, writer and director of Gagosian Gallery Antwaun Sargent and fashionista Tamu McPherson appear against ochre backdrops in Browns’ new London flagship store and other retail destinations in Milan, Melbourne, Hong Kong and New York City. One image is located at the legendary Stadium Goods’ Chicago sneaker emporium; a model inspects a pair of sneakers, as a seemingly infinite wall behind her of Nike Air Jordans recedes into the background.
The Perfect Match campaign is designed to embrace the joy of both physical and digital retail. One cannot exist without the other, despite the difficult year that brick-and-mortar stores have faced during the COVID-19 pandemic. 'People want to connect to something real and discover something new. The campaign is very true to who we are and what we do,' said Farfetch in a statement. As the UK begins its slow journey out of lockdown, boutiques in London are finally open and ready to visit - including Browns' swanky new Mayfair flagship store, Browns Brook Street.
