While brick-and-mortar stores, like Barneys New York and Harrods, are wowing consumers with their ornate holiday window displays all this month, international fashion e-tailer Farfetch is aiming for a more viral approach.
For its eighth holiday season, the London-based company will launch a shoppable video, choreographed by Dana Foglia, go-to dance maven for none other than Beyoncé.
The video features male and female dancers in a mashup of classic and modern versions of the “Dance of the Sugar-Plum Fairy” from Tchaikovsky’s classic ballet “The Nutcracker.” The modern-dance portion echoes moves canonized in Beyoncé’s “Formation” video, which Foglia choreographed.
“This year, we wanted to shake up the traditional approach to the holidays and offer something different,” said Stephanie Horton, chief marketing officer of Farfetch. “In the same vein that Farfetch pushes the boundaries offering new brands and boutiques, we wanted to bring a fresh perspective to how you dress, entertain and shop for the holidays.”
The video features young Millennial-types wearing pieces by the likes of Maison Margiela, Giuseppe Zanotti Design, MSGM, Galvan, D&G, and Fendi, as well as additional items from their gift guide on the site.
“It was amazing,” noted Horton of the collaboration with Foglia. “Dana is so talented and creative as evidenced in the ‘Formation’ video that she choreographed for Beyoncé, among lots of other things. We were excited to bring the entire idea to life though dance and she was the perfect person.”
In addition to the “Holiday Remix” video, Farfetch will roll out several ancillary editorial features geared toward holiday shopping on its site, including “6 of the Best Party Sneakers,” the “Selfish Shopping” edit and “Gifts for Me Guide.” The firm will also offer same-day delivery in select cities, including London, Paris, Los Angeles, New York, Miami, Milan, Rome, Barcelona, and Madrid for last-minute shoppers.