For fashion fans looking for faraway designers or untraceable pieces, Farfetch has been a benchmark since its creation in 2007 by Portuguese business magnate José Neves. The e-merchant offers products from a variety of boutiques, large and small, in over 50 different countries, where you can find anything from a rare vintage saddle bag from the Galliano era to a Balmain runway dress. of the current season, not found elsewhere. But now Farfetch is launching its own in-house fashion brand.
Nicknamed ‘There was one‘the line takes inspiration from high classics and includes tailored blazers, soft slip-on dresses, denim jackets and zip-up leggings, and draws on the platform’s data-driven insight on what customers are actively researching on Farfetch. “You always have people looking for a great jacket,” says Holli Rogers, brand manager at Farfetch. “Or a great knit; the perfect t-shirt. Those things that come up quite regularly.” In the hands of There Was One, everyday buttoning becomes a bit more oversized and is made in organic silk. A spaghetti strap maxi dress features a dramatic square neckline and floor length. A ribbed-knit polo-neck shirtdress is split at the elbows and flares elegantly around the cuffs, for example.
“Throughout the pandemic, having come up with ideas, really seeing the trends on a global scale and understanding what consumers want and what gravitate towards, we have seen these consumer trends drift a bit away from the mainstream. “Fashion from fashion” and more towards investment dressing, “said Rogers. “They weren’t just buying loungewear per se, but buying things that they felt they could just add to their wardrobes, basics they could have in perpetuity.” Thus, the platform designed the label in partnership with New Guards Group, which it acquired in 2019 for $ 675 million and now includes Off-White, Heron Preston, Opening Ceremony and Palm Angels.
For now, There Was One will be running as it goes, with new merchandise every few months, sold exclusively on Farfetch. And as for prices, they range from under $ 100 for a cotton tank top to over $ 1,000 for leather jackets and more for other pieces in the future. “We want to understand what is selling and what we can change based on the customer feedback we have, and how we can play on that and evolve the collection,” Rogers adds.