September 23, 2022 |
Farfetch has just launched its latest luxury campaign, #YourChoiceYourFarfetch for AW22. Alongside Gossip Girl’s Leighton Meester and runway renegade Paloma Elsesser, rising London music star, Bakar – who was championed by the late Virgil Abloh and recently supported Travis Scott on his London tour – and Omar Apollo – the Mexican-American new gen singer-songwriter who defies labels and counts Pharrell and Frank Ocean as fans – take centre stage. Inspired by these too-cool-for-school culture creators, there’s something for everyone in the edit. After all, the explosive campaign is all about the unparalleled diversity of choices available only on Farfetch.
The accompanying video, directed by award-winning, London-based Fenn O’Meally, is soundtracked by KT Tunstall’s iconic hit, “Suddenly I See” as an immediate reference to the opening scene of fan-favourite fashion film, The Devil Wears Prada. The voiceover too, is a culture creator sharing its cadence with the cult TV series Desperate Housewives.
As pop culture catalysts in their own right, Apollo and Bakar appear in a deconstructed and oversized Balenciaga blazer, and a retro Marni tracksuit respectively. Apollo admits that while his personal style most definitely doesn’t stay static, his current look is chock-full of denim. He says: “I’ve been experimenting with vintage and newer denim and then building from there.” His favourite pieces from the AW22 edit are Balenciaga’s for their gargantuan silhouettes and sleek, street treatments. Bakar, on the other hand, finds that his style is predominantly informed by his mother, family and environment as a child. “I think I developed my sense of style through seeing and absorbing the things around me,” he explains. As for his favourite Farfetch labels? He says Saint Laurent was an easy pick, since the Parisian heritage house has always been on his radar. “I’ve been wearing skinny jeans since I heard Bloc Party for the first time,” he adds, but Amiri, too, piqued his interest: “I really like what Amiri represents to people in my area,” explaining, “I think Amiri raised the taste level in denim”.
With clothing options available from dozens of covetable brands on the e-commerce marketplace and luxury fashion platform – including the likes of Ambush, Asics, Blumarine, Commes des Garçons, JW Anderson, Miu Miu, Off-White, Prada, Raf Simons, Rick Owens, Valentino, and Versace – this sophomore rendition of the #YourChoice campaign is Farfetch’s most abundant yet.
Photography courtesy of Farfetch.
