Farfetch model wears Dolce & Gabbana in digital rendering
Shopping designer fashion from your couch is one thing, but shopping fierce looks four weeks before anyone else can is a whole ‘nother ball game.
Farfetch is a British-Portuguese luxury fashion online retailer that showcases more than 700 boutiques and brands worldwide. It’s popular business model brings the world of high fashion a little closer to home, and a new “Pre-Order” program gives customers first pick from high-end collections before the clothes truly hit shelves.
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The program launched Aug. 25 with top-tier partners including brand-new looks from Off-White, Palm Angels, Dolce & Gabbana, Balenciaga, New Balance Collabs, Khaite, Casablanca, Nanushka, Oscar de la Renta, and Nicholas Kirkwood.
According to a report by Business of Fashion, the clothes featured have already been made and will be shipped to customers four weeks after the initial tease, but Farfetch sees potential for a more sustainable, made-to-order model in the future.
“When we think about what this will evolve into for the longer term, we really think of it as an industry solution,” Jamie Freed, global vice president of Farfetch’s private client division, is quoted, “for us to be able to offer a way in which to create a more conscious way of shopping so that our brands can better match supply with real consumer demand.”
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Because the designs are so new, Farfetch turned to technology to showcase the Pre-Order looks. It partnered with digital fashion company DressX to render pieces on its models. Likewise, accessories will be digitally-rendered by Threedium to showcase true-to-life movement.
“When we thought about how we would bring this to life, we didn’t want to restrict it just to our best customers,” Freed is quoted. “We wanted to take a really democratic approach to this...benefit that customers have actually said that they want from us.”
Pre-Order menswear and womenswear collections are now on sale, with key looks highlighted by Farfetch senior womenswear editor Celenie Seidel. See the looks and learn more via farfetch.com.
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