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In an industry dominated by conformity and dictated trends, it’s always encouraging to see fashion figures who aren’t afraid to express their personal style and taste. In honor of those individuals, e-commerce site Farfetch has launched “Unfollow,” its first brand campaign that celebrates the rule-breakers and mavericks of fashion through a series of videos.
“While the dominant fashion retailers dictate trends to the crowd, and while most consumers of fashion approach it as a race to conform, Farfetch offers access to fashion on one’s own terms, emboldening our customers to express their individuality,” says Farfetch CMO Stephanie Horton. “This campaign captures the spirit of those who shop beyond the obvious and actively think for themselves.”
The first installment, shot in Cape Town by director Charlie Engman, focuses on Shaun Ross, an albino model who has been featured in major editorial campaigns for publications like British GQ, Italian Vogue, Paper Magazine, and AnOther Man. Throughout the short video, Ross is seen from the back as he explains his experience growing up with a unique look and how he learned to embrace his differences.
Check out the video above, and be sure to keep your eye out for the next installment in the near future.
