• Launches Arabic language site
• Collaborates with ‘calligraffiti’ artist,eL Seed, creating unique art installations dedicated to fashion lovers in the Middle East
• Celebrates official launch in the region with an event in Dubai
Dubai, 1st May 2018 - Farfetch, the leading global technology platform for the luxury fashion industry, has today officially launched its offering for customers in the Middle East. Farfetch will allow fashion lovers in the Middle East to shop an unrivalled range of luxury fashion from around the world in the region’s local language. The launch of the Arabic site follows the recent announcement of the company’s joint venture with the Chalhoub Group.
Farfetch’s Arabic site will provide inspiration for customers by featuring dedicated editorial content for lovers of fashion in the region. Leena Al Ghouti and Wathek Allal will be on the site, showing customers how to shop the world of Farfetch’s curators and creators of fashion – over 880 boutique and brand partners. British-Moroccan model, Nora Attal, will also be the focus of a dedicated fashion shoot and interview on site on the day of the launch. Ahead of and throughout the Ramadan period, the newly launched local site will feature a range of product edits for modest dressing and Eid gifting for customers to easily shop.
José Neves, Founder and CEO at Farfetch: “As one of the largest luxury markets in the world, the Middle East is so important to Farfetch. We’re thrilled to be able to bring our customers in the region an unrivalled range of beautiful products that they can’t find anywhere else from around the world.”
To mark its official launch in the Middle East, Farfetch has collaborated with French-Tunisian artist eL Seed to create three original pieces of art, dedicated to Farfetch customers in the region. Through eL Seed’s synonymous ‘calligraffiti’ style, blending the historic art of Arabic calligraphy with graffiti, the one-of-a-kind sculptures are an artistic interpretation of Farfetch’s raison d’etre - “For the Love of Fashion”. The sculptures will be exhibited in three key locations in Dubai for two months from 30 April 2018 - D3, City Walk and JBR Beach.
eL Seed, Artist, said: “Anyone who wants to create something completely unique needs to do it with passion and a love for what they do. Both Farfetch and I share this philosophy – this common ground is why we chose to work together to create these inspirational pieces. Our collaboration allowed us to merge my love for calligraphy and Farfetch’s deep-rooted love for fashion to create work that can be shared with their customers and the public in Dubai.”
Farfetch will also celebrate the brand’s official launch in the Middle East with an exclusive event in Dubai on Tuesday 1 May 2018.