Mar 29, 2023
Cross and Bendjima star in new Farfetch campaign
Mar 29, 2023
Farfetch has unveiled its latest campaign with its SS23 creative featuring Marcia Cross of Desperate Housewives fame and model Younes Bendjima.
The e-tailer said they “add to the line up of cult pop culture icons who’ve starred in previous Farfetch brand campaigns”, including Kim Cattrall and Leighton Meester.
Brands involved in the campaign include Acne Studios, Burberry, Dolce & Gabbana, Ferragamo, Jil Sander, Miu Miu, Prada, Saint Laurent, Valentino and Zegna.
The new campaign celebrates luxury pieces “and the idea that you only need to dress for yourself — not anyone else”.
With that in mind, in one scene, Cross is seen “getting dressed up for herself and dancing contentedly alone in a gorgeous red Ferragamo dress”.
She’s also been shot in a statement Dolce & Gabbana leopard print coat saying: “I’m so tired of everybody else’s opinions, I can make my own choices.”
Meanwhile, Bendjima is seen in a black sleeveless blazer by Jil Sander, saying: “What can you lose, when you’re doing you?”
Farfetch’s creative director Yannis Henrion said they’re an “unlikely pair of style icons” and the company “wanted to give Marcia the opportunity to show what her own style looks like since she is just as iconic and fierce in real life as in her best on-screen roles”.
He added that “Younes has such a quiet aura to himself, a kind soul with impeccable style. It’s brilliant to be able to portray both sides of the spectrum; showing two great personalities who love to express themselves with their style and make up their own aesthetic”.
As well as the imagery and video, the SS23 campaign narrative will be “extended globally by the Farfetch community” across social media, including TikTok and Instagram. On both of these key platforms, creators will produce content “inspired by the campaign, with sound being a key recognisable emotive ingredient across all content”. The community “will be invited to recreate their favourite scenes from the campaign using our soundtrack and talent sound bites”.
The campaign will also make the most of the social media unboxing trend and will “adopt an ownable consistent format of co-creating with Farfetch around unboxing key product(s) as chosen by our community”.
Using #YourChoiceYourFARFETCH, they’ll each showcase “a key product of their choice that speaks to their personal style, in a way that is unique for Farfetch as inspired by our campaign”.
Additionally, there will be “weekly curations of trending styles, cult products and/or emerging brands to inspire its community by being a place of discovery for luxury fashion and beauty”.
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