Companies

Farfetch launches new label

Oct 27, 2021 United Kingdom

The luxury e-commerce platform has launched its first private label. Produced with sustainability and longevity in mind, the There Was One line will be exclusively sold on Farfetch.com

Created in collaboration with the New Guards Group, the company behind brands like Off-White and Palm Angels, the There Was One label offers a range of minimalist closet staples for women priced from less than 100 dollars to over 1 000 dollars. The brand aims to offer customers exactly what they are looking for, as the pieces were designed according to data-driven insights collected during the pandemic. Customers will also be encouraged not to wear the brand head-to-toe necessarily, but to style the “There Was One” basics with pieces they already own.

"Through the course of the pandemic, having insights, really seeing trends globally and understanding what the consumers are wanting and gravitating to, we were watching these consumer trends shift a bit away from 'fashion fashion' and more into investment dressing. They were not just buying loungewear per se, but buying things that they felt like they could just add to their wardrobe, staples that they could have in perpetuity”, explained Farfetch’s Chief Brand Officer, Holli Rogers, to Vogue.

Customers have also shown to prefer items made with a sustainable element. Therefore, the basics from the collection are made of conscious and certified materials and delivered in minimal packing that can be recycled and compostable. For example, day dresses are made of ENZING™ ECOVERO™ viscose, which is produced from wood and pulp derived from responsibly managed forests and certified to come from sustainable sources.

Image Credits: designscene.net

United Kingdom Brands Companies ecommerce Farfetch Fashion Luxury Online Sustainability