Farfetch is aiming to help support Black fashion creatives with its new launch, a year-long partnership with Nataal, a leading global multimedia brand which celebrates contemporary fashion, beauty, visual arts, music and culture from Africa and its diaspora.
The luxury online retailer will partner with the brand, working with their community of change makers and helping to create content that supports the talent that sits under its roster.
Launching today to coincide with Black History Month, which is celebrated throughout February in the United States, the campaign begins with a collaboration with Balmain creative director Olivier Rousteing, whose Black style icons (including Grace Jones, Josephine Baker and Beyoncé Knowles) inspired a shoot that was captured by photographer Kenny Germé and styled by Edem Dossou.
“It was important for us to share this opportunity with Kenny and Edem, two Black artists in Paris who have brought their unique gaze to this story alongside a diverse creative team,” Nataal creative director, Marie Gomis-Trezise said in a press release. “We hope this project opens doors for more young Black French artists to work with luxury houses in future.”
To view the story in full and shop the pieces featured, head here.
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