As the world slowly begins to re-open and Spring makes a welcome appearance, the sartorial question for consumers is a simple one: is now the time to ditch the leggings and/or obligatory jogging bottoms for something better? Is today finally the day to dress not just from the top up but dress for a world outside the confines of a Zoom call?

For while fashion brands did try to promote clothes on the basis of looking good on a Zoom call, the notion of being ‘video-call ready’ always ran a little hollow. Enter FARFETCH, a fashion brand which has thrived in the midst of the pandemic, not just because of its existing digital infrastructure, but also because of its ability to support a network of local suppliers and shops. At a time when consumers are thinking more carefully about how they interact with and support their local communities, the brand was in a sweet spot for exponential growth.

Now through its latest campaign The Perfect Match #onlyonfarfetch, the brand is championing the importance of both physical and online shopping. A multimedia series of portraits and films, all shot remotely across five continents during lockdown by photographer and director Frank Lebon and styled by Max Pearmain, tells the uplifting stories behind six very different shopping experiences. The creative reins were handed to customers and boutiques featured on FARFETCH.

Developed with New Systems for Idea, a collective focused on the intersection of fashion and technology, the campaign forms part of a long term storytelling initiative with FARFETCH entitled ‘Data Romance’. An approach that, far from positioning ecommerce and physical retail stores in opposition to each other, underlines the role of digital, and of FARFETCH as a tool to amplify the voices and perspectives of the community of stores and shoppers it serves.

“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,” explained Holli Rogers, Chief Brand Officer of FARFETCH.

The work is a poignant reminder that the growth of ecommerce does not automatically equate to the death of the high street. In a hybrid post-pandemic world, smart marketers recognise that whether at work or shopping consumers will increasingly demand the best of both worlds. The new campaign comes exactly a year after the brands #supportboutiques initiative, which provided marketing and logistical support to smaller boutique partners during the height of the COVID-19. As the industry emerges from the pandemic, the growing importance of community in marketing is here for the long-haul. The 24/7 leggings, however, may well be in need of a long overdue refresh.