Creatures of the Wind has joined forces with Farfetch to present its first ever European runway show, which online retailer Farfetch streamed live from London just moments ago. The show, which was accompanied by a solo guitarist, wound through an English estate and gave viewers front-row access, no matter their IP address.
Select hero pieces from the Resort 2017 collection, including a handful of one-of-a-kind embroidered army surplus parkas, have also been made available for purchase on the retailer’s site, making Creatures of the Wind the latest label to experiment with the see now-buy-now model.
Here, we get inside the collaboration as we chat with Stephanie Horton, chief marketing officer at Farfetch:
How did this partnership with Creatures of the Wind arise?
We already have a relationship with Creatures of the Wind and also have an amazing selection of their product on-site. Supporting their first ever European runway show and Resort 2017 collection was an easy decision to make, as it gave us the opportunity to help the brand with their international growth efforts. Shane and Chris are a great example of fresh and exciting design talent and we are really happy to be working with them to provide our customers with this completely unique shopping experience.
Is this partnership a reflection on the changing market?
This partnership reflects the increasingly fast-paced nature of the fashion industry, which has undoubtedly been influenced by the digital era we live in. Through this partnership, our customers will be able to both view the Creatures of the Wind Resort 2017 show via live-stream and immediately shop an edit of hero pieces straight from the runway. Championing innovation in fashion is paramount and we feel that this collaboration really speaks to this sentiment.
Will Farfetch partner with other labels? Is this the beginning of a new relationship between label + retailer?
Farfetch has a close relationship with both boutiques and brands. In addition to over 400 global partner boutiques, we also have over 100 partner brands on the site, including Derek Lam, J.W. Anderson, Roksanda, AMI Paris, Dion Lee and La Perla.
In the past year, we’ve also worked with a selection of designers on special collaborations: fashion designers Roksanda Ilincic and Cedric Charlier, as part of the Farfetch Curates Art project; Simone Rocha and Peter Jensen, as part of a greater partnership with London-based Studio Voltaire; and with Rodarte, Monique Lhuillier, and Irene Neuwirth, amongst others, through a collaboration with LACMA (The Los Angeles County Museum of Art).
Our customers look for individuality in all aspects of their lives and these collaborations, [that result in] specially designed items, are a perfect match. Through these partnerships, our customers have the opportunity to shop exclusive bespoke items that cannot be found elsewhere.
Watch and shop the Creatures of the Wind Resort 2017 show here.