Yasmin Sewell On Farfetch’s New Look

For spring/summer 2018, Farfetch celebrates its community and the love of fashion with a new film entitled “Welcome to The Neighbourhood”. Shot in Miami by creative director Jonny Lu and photographer/director Oliver Hadlee Pearch, the short film echoes the bright, optimistic mood of the season, inviting Farfetch fans into a colourful, imperfect, joyous world where everyone is free to express themselves. The film champions inclusivity and individuality, bringing together a mix of street cast talent alongside models Jessica Miller, Tyler Blue Golden, David Yang and Jessi Li.

“We felt a neighbourhood brought to life the essence of Farfetch which fundamentally is about connecting people with the most amazing fashion from all around the world,” Yasmin Sewell, Farfetch’s vice president of style and creative told Vogue exclusively. “I also love that we play on the fact that Farfetch does not cater for just one look, not one aesthetic but so many in the way a diverse neighbourhood would feel. We street cast most of the talent as we wanted this to feel authentic, we had real families, real lovers, real friends. I think people are more connected to realness now, less perfection and more genuine.”

Prior to joining the Farfetch family in August 2017, Sewell has made her name as a fashion buyer, consultant, street style star and retail guru. With such a wealth of experience, what does the industry insider think have been the biggest changes within commerce throughout her prolific career? “Gosh, I’ve seen a lot of change over 22 years of this industry. What stands out is the pace of it all, it’s just so much faster, customers know what they want and don’t want to be dictated to and their inspiration comes from many sources. Through our creative we want to constantly and regularly inspire people and take them on many different journeys of discovery through the site. There is an abundance of yummy stuff to explore and discover on Farfetch and our editorial guides you through that!”

“Farfetch partners with the most amazing boutiques in every corner of the world and with brands big and small so our product offering is just incredible. You can always find that special piece you are looking for with us, or just come to Farfetch to be inspired and discover a brand you didn’t know. With Farfetch you can properly shop the world.”

The “Welcome To The Neighbourhood” campaign marks the beginning of a series of changes and brand developments to the global retail giant, Farfetch. “There’s a lot we are working on right now – we are looking at what our brand means to our community of customers and have honed the content and vision of our editorial pages,” Sewell added. “My next challenge is to look at how that tone of voice carries through across all our creative channels. Most importantly, I want people to love shopping with us, I want them to know that you can find that item you desperately want as well as inspiration to find new things and discover brands you didn’t know. There are so many ideas, so much inspiration, so many places to go…”