IT’S THE MOST WONDERFUL TIME…: Farfetch is getting into the holiday spirit with a little help from its friends. The online shopping platform tapped five creative influencers for a five-week global bonanza — dubbed “It’s A Wonderful Store,” a play on the 1964 Frank Capra film “It’s a Wonderful Life” — of holiday-themed gift guides from the Web site’s over 290 boutiques. The initiative will also feature giveaways, like a Givenchy Nightingale Tote and an Alexander McQueen skull scarf, which consumers can enter to win via an interactive contest featured on Facebook and Farfetch.com.
Hanneli Mustaparta, Swizz Beatz, Zoë Kravitz, illustrator-animator Quentin Jones and food designers Bompas & Parr will take over the site for one week each and contribute to the company’s social media channels.
This story first appeared in the November 13, 2013 issue of WWD. Subscribe Today.
On Dec. 6 and 7 in New York and from today to Dec. 20 in London, Farfetch will send a fleet of white taxis around each respective city, offering complimentary rides to nearby Farfetch boutiques and extra chances to win prizes. Mustaparta is the first curator to kick off the global campaign, which bows today.