New Guards Group

The Brand Platform

New Guards Group is the home to 10 international luxury brands: Marcelo Burlon County of Milan, Off-White c/o Virgil Abloh, Palm Angels, Unravel Project, Heron Preston, Alanui, Kirin Peggy Gou, Opening Ceremony, Ambush and There Was One. These brands have reshaped the fashion scene by playing with creativity and innovative language. From design to management, NGG has become a leading company in today's system thanks to its disruptive mindset. 

Since its early days, NGG traced a different path, building its success through identifying and nurturing some of the most culturally relevant emerging names, designers and Creative Directors. NGG augmented the FARFETCH Group's strategy, by adding a brand platform layer to our technology, data and logistics platform. 

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