Online luxury fashion platform Farfetch has today launched its offering for customers in the Middle East; the launch of the Arabic site follows on from the signing of a joint venture with Chalhoub Group in February of this year.
Farfetch’s Arabic site will provide inspiration for customers in the region by featuring dedicated editorial content with British-Moroccan model, Nora Attal, the focus of the first fashion shoot and interview to mark the launch.
In addition influencers Leena Al Ghouti and Wathek Allal will be on the site helping to guide customers in the region through Farfetch’s offer of 880 global brand and boutique partners. Also, ahead of and throughout the Ramadan period, the local site will feature a range of product edits for modest dressing and Eid gifting.
José Neves, founder and CEO at Farfetch, said of the launch: “As one of the largest luxury markets in the world, the Middle East is so important to Farfetch. We’re thrilled to be able to bring our customers in the region an unrivalled range of beautiful products that they can’t find anywhere else from around the world.”
To celebrate the launch Farfetch has collaborated with French-Tunisian artist eL Seed to create three original pieces of art, dedicated to Farfetch customers in the region. Through eL Seed’s synonymous ‘calligraffiti’ style, blending the historic art of Arabic calligraphy with graffiti, the one-of-a-kind sculptures are an artistic interpretation of Farfetch’s raison d’etre – “For the Love of Fashion”. The sculptures will be exhibited in three key locations in Dubai for two months at D3, City Walk and JBR Beach.
eL Seed said: “Anyone who wants to create something completely unique needs to do it with passion and a love for what they do. Both Farfetch and I share this philosophy – this common ground is why we chose to work together to create these inspirational pieces. Our collaboration allowed us to merge my love for calligraphy and Farfetch’s deep-rooted love for fashion to create work that can be shared with their customers and the public in Dubai.”