Farfetch launches ‘positively conscious’ private label for ethical shoppers

Online luxury fashion platform, Farfetch, has launched it’s first private label ‘There Was One’ aimed at eco-conscious shoppers. It contains 69 pieces in the womenswear line, which are currently accessible on the company’s e-commerce platform.

New Guards Group, the Milan-based contemporary luxury manufacturing and distribution holding firm group that owns Off-White, Ambush, and Palm Angels, collaborated on the collection. In 2019, Farfetch acquired the group for 675 million dollars. Prices range from 985 euros for a double-breasted wool coat to 70 euros for a sleeveless cotton vest and 275 euros for an oversized poplin shirt in the collection.

There Was One will not have its own website; instead, the brand will be promoted via Farfetch’s social media channels as a new line of elevated basics available only on the platform.

Holli Rogers, Farfetch’s chief brand officer, said that the line was inspired by consumer shopping data that revealed people had been spending on things that would last them maybe a lifetime and preferring items manufactured with some kind of sustainable element since the outbreak began.

On Instagram, three stylists unveiled the new wardrobe, which tries to answer the question, “What do we actually need?” Only the essentials appear to be the answer, as stylists Ellie Grace Cumming, Karen Binns, and Emilie Kareh demonstrate in the campaign by styling three women of their choosing.

The collection is dubbed ‘Planet Conscious,’ with each style being labeled as ‘Positively Conscious.’ Items created with a percentage of organic ingredients, textiles, and trimmings certified by the Forest Stewardship Council (FSC), or upcycling / recycling yarns are all examples of sustainable attributes. While products aren’t totally divided out by yarn, production process, or origins, they are manufactured in Italy.

Farfetch has not disclosed sales predictions for its private-label endeavor, but without wholesaling, the platform’s margins will be significantly larger than the amount it receives from third-party retailers and brands. The company said in August that it was working on other brands with New Guards Group, the first of which is There Was One.