Farfetch, the online destination for designer wares curated from trendy boutiques around the world, is unrolling its first campaign without the help of a celebrity or fashion It girl. No, this time, the clothes do the talking.
The theme of the campaign is “Unfollow,” as in Farfetch provides a selection of clothing for people who are trendsetters, not trend followers. The ads will run in the U.S., Europe, Australia and the Middle East. Each image from the campaign is taken from the back, a kind of anti-selfie for fashion enthusiasts always on the cusp of what’s new and next.
It’s definitely a cool approach, shooting from the back, relying on the content of the website to do the selling as opposed to scooping up a buzzy style star like Solange Knowles (though that would have been awesome, just saying) to do the heavy lifting. And if this image is any indication, the product certainly speaks for itself.