- The first brand jointly created by New Guards Group and FARFETCH, There Was One™ (TWO) is a line of elevated wardrobe essentials with sustainability built-in and longevity in mind
- FARFETCH and NGG devised the brand in a truly customer-centric way, drawing together data-driven insights on what customers search for, and combining this insight with fashion-forward elevated design and materials
- TWO will feature conscious and certified materials across collections, and be delivered in minimal packaging, which is recyclable and compostable, with limited drops to minimise overproduction
- TWO will be available only on FARFETCH
- Debuts with a launch campaign developed with FARFETCH by editor and curator, Penny Martin, and featuring collaborations between stylists Karen Binns, Ellie Grace Cumming and Emilie Kareh and their inspirational ‘Ones’ Honey Dijon, Lucinda Chua and Rym Beydoun.
LONDON, U.K. October 20, 2021 – Farfetch Limited (NYSE: FTCH), the global destination for modern luxury fashion, today announced the launch of There Was One™ (TWO), it's first-ever brand, developed with New Guards Group (NGG).
There Was One™ is a line of elevated wardrobe classics with a conscious soul. Certified eco-friendly materials are used across the range and the products are designed with longevity in mind. The brand will minimise production where possible by operating on a drop versus seasonal model, and shipping to customers with minimal packaging, which is compostable or recyclable.
TWO was devised in a truly customer-centric way. Using insights from what people were searching for and buying on the FARFETCH marketplace, and combining it with NGG’s fashion and design prowess, TWO delivers made-to-last, elevated pieces which everyone will want as their wardrobe-essentials.
Holli Rogers, Chief Brand Officer, FARFETCH said: “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. 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 favorite brands! Who can deny the allure of the softest turtleneck sweater or the way the crispness of the perfect white shirt can make any outfit feel powerful, or how topping off your favorite look with the ultimate, perfectly cut trench means that everyone tells you how fabulous you look. Now that is fashion, which is empowering. This is not about being head to toe - it is about YOU and how you want to style your look.
TWO has been created with our diverse customers front of mind. There is no one person, no one age or no one style – we want people to wear the pieces from TWO in their own unique way. We see TWO as a collaboration not only between ourselves and NGG, but also with our customers.”
The brand will launch with a social celebration of modern women and the way they self-style, in collaboration with editor and curator, Penny Martin. The collaboration sees foremost stylists Karen Binns, Ellie Grace Cumming and Emilie Kareh style a woman they consider to represent There Was One’s core values of adaptable, expressive and timeless style with whom they have a meaningful connection - their ‘Ones’. The former Basquiat muse and Andrew Walker collaborator Karen Binns chose DJ and electronic musician Honey Dijon; Parisien stylist Emilie Kareh chose Lebanese and Ivorian designer Rym Beydoun; and fashion editor, Ellie Grace Cumming chose English/Malaysian Chinese musician and composer Lucinda Chua. The shoot was photographed by the legendary German fashion photographer, Katja Rahlwes.
Penny Martin, the campaign’s Creative Director, said: “There Was One is the first brand to be launched on FARFETCH – a project with an extraordinary reach and the facility to meet every possible style need. With its launch, we wanted to combine the best of the digital world with the freedom and joy of real women’s style – their opinions, their memories, the confidence, and pleasure they get from clothes – through candid conversation and portraiture. The result is a strikingly intimate campaign, photographed and filmed by Katja Rahlwes, with intelligent insights and confessions from fascinating women galore. Never was individuality and personal style more precious – it is exciting for There Was One to embrace these qualities so ambitiously.”
There Was One™ will be available only on FARFETCH from today.
VP Communications, Global
+44 7788 405224
Farfetch Limited is the leading global platform for the luxury fashion industry. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, Farfetch began as an e-commerce marketplace for luxury boutiques around the world. Today, the Farfetch Marketplace connects customers in over 190 countries and territories with items from more than 50 countries and nearly 1,400 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform. Farfetch’s additional businesses include Browns and Stadium Goods, which offer luxury products to consumers, and New Guards Group, a platform for the development of global fashion brands. Farfetch offers its broad range of consumer-facing channels and enterprise-level solutions to the luxury industry under its Luxury New Retail initiative. The Luxury New Retail initiative also encompasses Farfetch Platform Solutions, which services enterprise clients with e-commerce and technology capabilities, and innovations such as Store of the Future, its connected retail solution.
For more information, please visit www.farfetch.com.