DIGITAL: FARFETCH INDIA
Location: India
Status: Project completed.
Credits: Photography Thomas Giddings. Styling Anna Trevelyan
Brief:
Farfetch had partnered with Le Mill as its first Indian boutique, creating an opportunity to introduce new product and service offerings to both local and international audiences.
Outcome:
We developed a culturally grounded digital campaign inspired by India’s visual language and fashion heritage. The work included editorial feature stories, a contemporary fashion shoot showcasing exclusive pieces from the boutique, and a shoppable film drawing on the energy and storytelling of Bollywood.
The campaign drove significant commercial impact, increasing traffic from India by 43% and delivering a 958% uplift in sales, supported by the acquisition of new VIP customers. The film was named one of Vogue India’s top ten fashion films, generated over 106,000 views, and achieved a conversion rate 59% higher than the site average. In parallel, the campaign secured 167 pieces of international press coverage — including Harper’s Bazaar, The Times and Elle — reaching a global audience of over 240 million readers.