Farfetch champions sustainability this month with 'Positively' campaign

By

Nigel TAYLOR

Published
Jun 2, 2021

Expect Farfetch’s content to be all about super-sustainability this month. In honour of World Environment Day (5 June) and World Oceans Day (8 June), Farfetch said Wednesday it will be highlighting the platform’s “unrivalled selection of more sustainable pieces, pre-owned styles and circular services”.

The extra focus, under its 'Positively Farfetch' banner, will help customers find the pieces they love "with as little, or as positive an impact on the world as possible", it said. It added that the move enhances Farfetch’s own DNA as a platform built on the premise of “selling existing stock in small boutiques around the world, to better match supply and demand and so reduce waste”.  

This remains the business model and the retailer said it has broadened its mission to become “the global platform for good in luxury fashion, empowering everyone to choose, act and think positively”.

So throughout June, both its content and marketing channels will “champion the most relevant and expansive curation of luxury brands across womenswear, menswear and kidswear that are making industry-leading efforts to minimise fashion’s impact on people, animals and the planet”. 

This will include dedicated edits of pre-owned pieces for womenswear and menswear, conscious jewellery and upcycled watches and jewellery.

As part of the initiative, customers can also explore ways to clear space in their wardrobe and earn Farfetch credit with its bag resale programme called 'Farfetch Second Life'. Alongside this is its 'Farfetch Fix' repair service and its 'Farfetch Donate' programme, which will also be available to customers in the US for the first time.