FARFETCH brings in Beyoncé’s “Formation” Choreographer for their 2016 campaign to dance their way into the holiday season


Farfetch takes a different, more groovy and entertaining approach this holiday season by dancing and celebrating their way into the upcoming holidays. They launched a shoppable video, with an upbeat dance choreographed by Dana Foglia who happens to be Beyoncé’s go-to choreographer.

This year, we wanted to shake up the traditional approach to the holidays and offer something different. In the same vein that Farfetch pushes the boundaries offering new brands and boutiques, we wanted to bring a fresh perspective to how you dress, entertain, and shop for the holidays.

- Stephanie Horton, Chief Marketing Officer of Farfetch

The video features males and females dancing to a #farfetchremix of the classic and modern versions of the “Dance of the Sugar-Plum Fairy” from Tchaikovsky’s classic ballet “The Nutcracker.” The more modern-dance part of the routine reflects the moves performed in Beyoncé’s “Formation” video, which Foglia choreographed. The dancers were dressed up in pieces by designers including Maison Margiela, Giuseppe Zanotti Design, MSGM, Galvan, D&G, Fendi, and even items from their gift guide featured on their website.

Farfetch is upping the game by creating a holiday campaign for their online-only store that we haven’t seen much of thus far. This creative and talented video brings the entire idea of fashion to life through dance, making us want to get jiggy with it right alongside Beyoncé’s crew.

Director | Casey Brooks
Choreographer | Dana Foglia
Producer | Ruy Sanchez Blanco
Director of Photography | Brendan Stumpf
Stylist | Roxane Danset
Set Designer | Amy Henry
VFX Supervisor | Manuel Barenboim
Color | Versatile Studios NY
Music | Hobo Audio