Emilie Kareh and Rym Beydoun
Farfetch Limited is a global online retailer and major destination for those who seek modern luxury fashion from the comfort of their own home. Known to carry and even offer exclusive first looks from brands such as Off-White, Balenciaga and more, Farfetch now launches of its first ever original brand, There Was One (TWO).
“There Was One is exactly what so many people are looking for now," Farfetch Chief Brand Officer Holli Rogers says, "enduring fashion that will be in their closets for years to come."
The brand was developed in collaboration with New Guards Group as a line of elevated basics with a conscious soul. Certified eco-friendly materials are used across the range, and products are designed with longevity in mind. The brand will minimize production where possible by selling in drops rather than seasons, and packages will be shipped with minimal, compostable or recyclable packaging.
Ellie Grace Cumming
TWO is fundamentally customer-centric; the brand uses insights from what people were searching for and buying on the Farfetch marketplace, and combines that with NGG’s fashion and design prowess.
“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,” Rogers continues. “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 way the crispness of the perfect white shirt can make any outfit feel powerful, or how [...] the ultimate, perfectly-cut trench means that everyone tells you how fabulous you look. Now that is fashion, which is empowering.”
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.
“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,” Martin says. “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."
Karen Binns and Honey Dijon
The collaboration sees stylists Karen Binns, Ellie Grace Cumming and Emilie Kareh each style their "One;" a woman with whom they have a meaningful connection and whom they consider to represent There Was One’s core values of expressive and timeless style.
The former Basquiat muse and Andrew Walker collaborator Karen Binns chose DJ and electronic musician Honey Dijon; Parisian 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.
“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,” Martin says. “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.”
There Was One is available now exclusively on Farfetch.
Photography by: Courtesy of Farfetch