Farfetch x The Folklore campaign shot by Stephen Tayo. Courtesy.
The luxury e-commerce platform has teamed up with a curated online fashion store that sells African labels to introduce 10 new designers from across Africa and the diaspora to its roster of brands. The aim of the partnership is to increase the number of Black-owned fashion labels available to buy on Farfetch.
The Folklore was founded in 2018 as a multi-brand e-tailer and wholesale showroom, distributing exclusive pieces from African labels. The company is based in New York City, but much of the fashion and homeware sold on the site is made by locals across South Africa, Nigeria, Ghana, Morocco and Cote D’Ivoire.
Thanks to the new partnership, labels like Orange Culture, Tokyo James, William Okpo, EDAS and Third Crown are now available to buy on Farfetch. The Folklore will add new brands to the luxury e-tailer’s platform each season, alongside commissioned photo content and fashion films from African designers.