Farfetch’s first private label, There Was One, was unveiled Wednesday by Farfetch. It now offers 69 styles of women’swear on its e-commerce website.
New Guards Group, a Milan-based luxury production and distribution company, developed the collection. They also own Palm Angels, Ambush, and Off-White. Farfetch purchased the group for 675 million dollars in 2019. The collection is priced at 985 euros for a double-breasted wool coat, 70 euros for a sleeveless vest made of cotton and 275 euro for an oversized poplin blouse.
The brand won’t have its own website
There Was One won’t have its own website. Instead, the launch was announced via Farfetch’s social media channels. Farfetch introduced the brand as an exclusive line of premium essentials that can only be found on Farfetch.
Holli Rogers, Farfetch’s chief branding officer, told BoF that the line was informed from consumer shopping data. This showed that customers were “investing in pieces which would last them possibly for a lifetime” and prefer items with a sustainable element.
The new Instagram wardrobe was introduced by three stylists. It aims to answer the question, “What do we really need?” By dressing three women, Ellie Grace Cumming and Karen Binns, the campaign reveals that only the essentials are needed.
The collection is referred to as “Planet Conscious” and each style is labelled with the moniker “Positively Conscious”. Items made from organic materials, fabrics and trimmings that are certified by the Forest Stewardship Council or upcycling/recyling yarns (FSC) are examples of sustainable qualities. Although products may not be completely broken down depending on the yarn used, origins and production method, they are manufactured in Italy.
Farfetch has not yet revealed the sales projections for its private label venture. However, without wholesaling, the margins will be significantly higher than the percentage it takes from third-party retailers and brands. The company stated that it was developing more brands with New Guards Group in August. There Was One is the first one to launch.