• Dot Comme + Tamu McPherson || Brand Credits: Dot Comme WW Hero - Top: Yohji Yamamoto PreOwned, Skirt: Comme des Garcons PreOwned, Boots: Khaite
    Dot Comme + Tamu McPherson || Brand Credits: Dot Comme WW Hero - Top: Yohji Yamamoto PreOwned, Skirt: Comme des Garcons PreOwned, Boots: Khaite

Melbourne boutique Dot Comme is set to be featured in Farfetch's new global campaign, 'The Perfect Match #onlyonfarfetch.' 

Exactly a year after its #supportboutiques initiative – which provided marketing and logistical support to smaller boutiques during the height of the COVID-19 pandemic – Farfetch is now celebrating and telling the unique stories behind six of its boutique partners. 

Dot Comme joins fellow Farfetch boutique partners; London concept store Browns’ new flagship; Carla Sozzani’s 10 Corso Como in Milan; Stadium Goods’ Chicago sneaker emporium; Hong Kong retail destination Joyce; and, Telsha Anderson’s T.A. in New York, in the campaign. 

The Perfect Match #onlyonfarfetch celebrates both physical and digital retail and Farfetch’s role as a platform that facilitates innovation between both. 

Since 2008, Farfetch has grown to connect customers in over 190 countries with luxury items in more than 50 countries and over 1,300 brands, boutiques and department stores. 

Farfetch brand and culture director Ronojoy Dam said that the campaign highlights the importance of independent fashion boutiques. 

"Farfetch operates a unique business around a very clear proposition: connecting the world’s best fashion boutiques and stores to a global audience.

"Our boutique community is at the heart of Farfetch and this campaign gives our platform over to them, putting them front and centre of our message and our media in a very simple way.

"People want to connect to something real and discover something new.

"The campaign is very true to who we are and what we do, and I think that’s very important today," he said. 

The campaign will activate across multiple channels including three TV commercials, WeTransfer takeovers, YouTube videos, TikToks and digital billboards in major capital cities.

There will also be in-store music performances, live-streamed via Farfetch’s YouTube channel, as well as Instagram filters and a partnership with the upcoming issue of System magazine. 

Farfetch has also introduced new site functionality and navigation for customers to be able to shop their favourite boutiques and discover new ones more easily.

More than 80 boutiques will feature across Farfetch’s content throughout the campaign month alone. 

Farfetch chief brand officer Holli Rogers welcomed the launch of the campaign. 

"We are hopeful that a new normal and getting back to doing what we love best is around the corner for us all; especially our retail partners that have been hugely affected by the closing of brick-and-mortar stores worldwide.

"As a platform for the luxury fashion industry, Farfetch has had the honour of championing our partners during this difficult time, and this campaign celebrates them, our customer’s love of fashion and the customer-centric innovation at the core of everything that we do," she said. 

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