FARFETCH presents new #YourChoiceYourFARFETCH AW22 Brand Campaign

FARFETCH presents new #YourChoiceYourFARFETCH AW22 Brand Campaign


  • The AW22 campaign features new talent including future and forever style icons Leighton Meester, Paloma Elsesser, Omar Apollo and Bakar
  • FARFETCH celebrates personal choice in fashion and beauty in new AW22 campaign building on global success of SS22 #YourChoiceYourFARFETCH campaign
  • In addition to paid media in two U.S. cities running across Outdoor, Connected TV and Paid Social, #YourChoiceYourFARFETCH will be further amplified globally by TikTok and Instagram creators celebrating their styles and choices from FARFETCH

LONDON, U.K. September 21, 2022 – FARFETCH Limited (NYSE: FTCH), the global destination for modern luxury, presents its #YourChoiceYourFARFETCH AW22 global brand campaign, that celebrates personal style and beauty and the diverse unparalleled range of choice available only on FARFETCH.

The campaign stars actress Leighton Meester, renowned for her role and fashion as Gossip Girl’s Blair Waldorf; the Supermodel of the moment (and beyond), Paloma Elsesser; the Mexican-American new gen singer-songwriter who defies labels and counts Pharrell and Frank Ocean as fans, Omar Apollo, and rising London music star, Bakar, championed by the late Virgil Abloh and who recently supported Travis Scott on his London tour. All have become known for their strong and unique fashion identities and pop culture catalysts in their own right.

The campaign celebrates the vast personal choices available to the FARFETCH community - all with varying styles and that there is something for everyone as seen by Leighton, Bakar, Paloma and Omar who share their favourite pieces from FARFETCH.

Holli Rogers, Chief Brand Officer, FARFETCH, said:

“Our new campaign celebrates individual style choices and the unrivalled range available only on FARFETCH. It’s about highlighting personal choice and self expression in fashion and beauty, choosing for you, without expectation. It’s about the individual storytelling of getting dressed for any occasion. I love the specific pieces chosen by the stars of the campaign - from Leighton’s top-to-toe Paco Rabanne sequins to Paloma’s impressive Coperni coat to Bakar’s retro Marni tracksuit and Omar’s deconstructed and oversized Balenciaga blazer, all celebrating their individual style.”

The #YourChoiceYourFARFETCH AW22 campaign will launch globally and in the U.S. specifically, the launch will take place across paid media channels in Miami and Los Angeles - running across Outdoor, Connected TV, Online Video, and Paid Social (Instagram, TikTok, and Pinterest). The campaign narrative will be extended globally by the FARFETCH community across social media including TikTok and Instagram creators referencing their favourite style icons.

Using #YourChoiceYourFARFETCH, the FARFETCH community will explore, celebrate and be inspired by their favourite icons clothing choices in order to craft their own individual styles. FARFETCH will produce weekly curations of trending styles, cult products and/or emerging brands to inspire its community by being a place discovery for luxury fashion and beauty.

The campaign video is directed by directed by award-winning, London-based director, Fenn O’Meally, and is soundtracked by KT Tunstall’s iconic hit, ‘Suddenly I See’, referencing the opening scene of the iconic film, The Devil Wears Prada, which has also taken on a new lease of life by fashion fans on TikTok. And in further homage to the pop culture references of the campaign, if you pay close attention you may notice the voiceover is shared with the cult TV series Desperate Housewives.




Notes to editors:


Campaign Credits

  • Director: Fenn O’Meally
  • Creative Director: Yannis Henrion
  • Art Director: Charlie Miles
  • Farfetch Executive Creative Producer: Jill Young
  • Stylist: Max Ortega



  • Leighton Meester
  • Paloma Elsesser
  • Bakar
  • Omar Apollo


Brands involved

16Arlington, Ambush, Asics, Balenciga, Balmain, Blumarine, Carhartt WIP, Casablanca, Commes de Garcons, Coperni, Courreges, Gianvito Rossi, Hatton Labs, Heliot Emil, Jil Sander, JW Anderson, Kenzo, L’Alingi, Lemaire, Mach&Mach, Manolo Blahnik, Margiela, Marni, Marine Serre, Miaou, Miu Miu, Mugler, Off White, Our Legacy, Paco Rabanne, Palm Angels, Port Tanger, Prada, Raf Simons, Ragbag Studios, Rick Owens, Saint Laurent, Salvatore Ferragamo, Shay, Simone Rocha, Tom Ford, Y/Project, Valentino and Versace.

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 over 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 Future Retail, which develops innovations such as our Connected Retail solutions.

For more information, please visit www.farfetchinvestors.com

Media Contacts:

Susannah Clark
SVP Communications, Global