Luxury retailer Farfetch is stepping into new territory with the launch of its own brand, which has been created in collaboration with the New Guards Group. There Was One is a line of elevated basics, which has been produced with sustainability and longevity in mind, the brand explained in an announcement today.
The aim is for There Was One to give customers exactly what they are looking for. The designs have been created by drawing together data-driven insights on what customers search for – and they will be encouraged not to wear the brand head-to-toe necessarily, but to use the pieces to help them style what they already own.
"There Was One is exactly what so many people are looking for now – enduring fashion that will be in their closets for years to come," Farfetch's chief brand officer, Holli Rogers said. "This collection was born out of the customer-first approach of Farfetch coupled with the strong fashion credentials of NGG. Through our ongoing customer insights, we found that people want timeless pieces and sustainability is key as they consider their wardrobe choices for the future."
"Our customers love fashion too, but we all know that it’s always a mix when putting an outfit together – styling looks in your own unique way, with a mix of your favourite brands. This is not about being head to toe – it is about you and how you want to style your look."
Everything has been produced with conscious and certified materials, from the clothes down to the packaging, which is minimal, recyclable, and compostable. Meanwhile, the collections will also be created in limited drops to minimise overproduction.
There Was One is launching with a social celebration of modern women and the way they self-style, in collaboration with editor and curator, Penny Martin. To see the collection, which is available to shop now, head this way.
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