Farfetch.com displays their forward-thinking point of view by turning their back with Droga 5’s help.

By Kenneth Richard | The Impressionist

Since its launch in 2008, London-based online fashion e-tailer Farfetch has been delivering fashion to the forward via its network of over 300 independent boutiques. This season, the firm is launching its first ad campaign with a forward thinking twist, all the models have been shot from the back. And as if the camera angle wasn’t enough, the campaign features the slogan ‘Unfollow. For Fashion Lovers. Not Followers.’

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The campaign, lensed by Charlie Engman, was done in partnership with an agency that is also forward facing and willing to turn its back on the traditional, Droga 5. Traditional media will be involved of course, including digital, billboards and print ads in U.S., U.K., & German Vogue, U.K. & German GQ, Vanity Fair US, W, as well as regional publications such as Ocean Drive and Chicago Social.

As for social media, in an era where every brand is looking for followers, they turn it around by asking bloggers to join “The Unfollowers” and take snaps of themselves — shot from the back, to run on the brand’s website.

The Impression loves a good double entendre as well as holistically conceived campaigns. So for now, we are happy to turn our back to Unfollow this story as it unfolds.

Agency | Droga 5
Executive Creative Director | Nik Studzinski
Photographer | Charlie Engman
Location | Capetown, South Africa