Farfetch launches own label with New Guards Group
After Mr Porter and 8 by Yoox, another fashion label has been launched by a luxury e-tailer. The new women's ready-to-wear line is called There Was One (TWO), and is being introduced on Wednesday October 20 by British luxury e-tailer Farfetch, in partnership with New Guards Group (NGG), the fashion group bought by Farfetch in August 2019. NGG owns among others Palm Angels, Marcelo Burlon, Opening Ceremony and Heron Preston, and manages the production and distribution of Off-White.
Farfetch has told FashionNetwork.com that TWO is produced in Italy by NGG, and that both the e-tailer and NGG have a say on design and final collection looks. Farfetch did not wish to disclose the investment made for this project. TWO has been conceived “in a truly customer-centric way, drawing together data-driven insights on what customers search for, and combining this insight with fashion-forward elevated design and materials,” Farfetch stated in a press release.
TWO’s first collection features 126 timeless, high-end essentials, in a classic colour palette where white, black, grey and beige predominate, brightened by flashes of colour. The collection includes t-shirts, tops, sweatshirts, trousers, dresses, suit jackets, leather jackets, trench coats and double-breasted six-button coats. The line is commercialised exclusively on Farfetch.com, at prices ranging from €80 to €495.
“There Was One is exactly what so many people are looking for now - enduring fashion that will be in their wardrobes for years to come. The collection was born out of the customer-first approach of Farfetch, coupled with the strong fashion credentials of NGG,” said TWO’s Chief Brand Officer Holli Rogers, who added that the label has been created “with our diverse customers front of mind. There is no one person, no one age or no one style – we want people to wear the pieces from TWO in their own unique way. We see TWO as a collaboration not only between ourselves and NGG, but also with our customers.”
TWO has been developed with a keen eye for sustainable materials (all of them certified environmentally friendly) and for product quality. “The brand will minimise production where possible by operating on a drop versus seasonal model, and shipping to customers with minimal packaging, which is compostable or recyclable,” stated Farfetch.
Farfetch commissioned TWO’s launch campaign to Penny Martins, editor-in-chief of The Gentlewoman magazine. She devised a campaign that “celebrates women,” featuring collaborations between fashion editors and stylists like Karen Binns, Ellie Grace Cumming and Emilie Kareh, and the celebrities that inspire them, like singer-songwriter Lucinda Chua, Ivorian-Lebanese designer Rym Beydoun and American DJ Honey Dijon. The campaign was lensed and filmed by German photographer Katja Rahlwes.
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