Repositioning Farfetch as a considered, experience-led gifting destination.
ROLE: Senior Art Director
Concept development and art direction
Concept development and art direction
Farfetch’s brief was to reposition the brand from a luxury boutique into a more accessible and convenient destination for gift shopping. The challenge was that high-end fashion items often feel difficult to justify as gifts, particularly when buyers are unsure whether the recipient will truly value the product.
We developed #GiveItLiveIt, a campaign platform built on the insight that people are often more willing to invest in experiences than objects, because experiences create stories. Stories, in turn, give products emotional value beyond their price point.
The platform connected gifting to lived moments, pairing Farfetch products with the experiences they could unlock. From gifting shoes for a future girls’ night out, to jewellery bought as a personal reward, the work reframed luxury items as enablers of meaningful moments rather than indulgent purchases.
The campaign was supported by a personalised gift generator on the Farfetch homepage, helping shoppers find the right gift based on the recipient’s personality, interests and intended experience, shifting gifting from a transactional decision to a more thoughtful and emotionally driven journey.
