FIRST TIME: Farfetch will introduce its first ad campaign today, a series of print, digital and outdoor ads that feature images strictly shot from the back; no faces or label in sight. “We really wanted to concentrate on the clothes and the point of view of fashion, and not on the famous face or labels that consume everything today,” said Stephanie Horton, Farfetch’s chief marketing officer.
The slogan “300 boutiques, 1 address” will accompany the “Unfollow” campaign, created in partnership with creative agency Droga5 and shot in Capetown by Charlie Engman. It hits with the March issue of Vogue on Feb. 24, followed by Vanity Fair, W and regional books like Chicago Social, Ocean Drive and Paper City. Print ads will also run in the U.K. editions of Vogue and GQ and the German editions of Vogue, GQ and Glamour. “We wanted to make sure we had the right message. They [The U.S. and the U.K.] are our biggest markets — the U.S. is 30 percent of our business,” Horton said of the e-commerce marketplace. “It made sense that if we’re going to do something, we’re going to do it big there and in the U.K., where we’re based. As we test and learn, we’ll expand to more markets.” Digital ads will primarily live in the U.S. and the company’s native U.K., with small digital buys in Russia, Australia and the Middle East, and outdoor ads will appear on billboards, in taxis and on phone kiosks.
There is a social component, too. Farfetch will ask influencers and bloggers to join “The Unfollowers” and take photos of themselves — shot from the back, just like the ads — to be shared on the brand’s social channels as well as their own. Horton said that “2014 was the year of the selfie, and we want to turn the trend on its head,” by encouraging those who participate to “turn their back on the selfie.”