Creatures of the Wind is doing something different for resort. As the season winds down, New York-based designers Shane Gabier and Christopher Peters are staging a runway show in London June 29 through a partnership with Farfetch. The audience at the show will be industry, but the show will also be live-streamed on Farfetch.com, and in a further consumer-facing twist, and key pieces from the collection — a hand-embroidered army parka and a crepe de chine dress — will be available for purchase immediately on Farfetch. This is the first time Farfetch has worked with Creatures of the Wind on an individual project. The show will air at 8 p.m. BST and will also stream via vogue.com ad units. They will be Vogue’s first instantly shoppable runway live-stream ads, allowing readers to watch the show and click through to shop the collection on Farfetch.com.
“We have long admired Creatures of the Wind and along with being a brand on Farfetch, they are carried at several of our boutiques,” said Stephanie Horton, Farfetch’s chief marketing officer. “As a global business, this was a great opportunity for us to introduce a new designer to the London fashion crowd, and for Creatures of the Wind, I think it’s a great opportunity for the brand to grow internationally and have a presence in a new market.” For Gabier and Peters’ part, they’re looking to expand internationally. “In our conversations with Farfetch we discussed doing something special for resort,” Gabier said. “We have been focused on expanding our market outside of the U.S. and in our conversations they proposed to celebrate our resort collection in London. We couldn’t be more excited for this opportunity.”
Gabier and Peters launched Creatures of the Wind in 2008 and gained critical acclaim for their personalized take on geek glamour. In 2014, Creatures of the Wind won the CFDA Swarovski Award for Womenswear after previously being nominated in both 2012 and 2013. For the past few seasons, they’ve been working toward building up their commercial side, introducing pre-collections in 2014.