Farfetch, the e-commerce platform that merges more than 700 boutiques from 50-plus countries into one global marketplace, debuts its partnership with The Folklore, a New York–based online retailer of brands from Africa and the African diaspora.
Since launching The Folklore in 2017, Amira Rasool, a lifestyle writer and entrepreneur, has been promoting Black-owned luxury labels that, for too long, have not gotten the global recognition they deserve. Now, with the resources and exposure that Farfetch provides, she is hopeful that they will soon become household names.
According to Holli Rogers, the chief brand officer of Farfetch, they are committed to improving the representation of Black-owned businesses on Farfetch.com and are thrilled to provide increased global exposure to 10 new designers from Africa and the diaspora, opening doors to fashion and fashion lovers everywhere.
The chosen designers are Nigeria-based brands Andrea Iyamah, Clan, Fruché, Lisa Folawiyo, Onalaja, Orange Culture, and Tokyo James; and New York-based labels William Okpo, EDAS, and Third Crown.
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ANDREA IYAMA
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CLAN
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EDAS
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FRUCHE
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LISA FOLAWIYO
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OLANAJA
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ORANGE CULTURE
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THIRD CROWN
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TOKYO JAMES
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WILLIAM OKPO
According to Amira Rasool, a partnership cultivated with Farfetch can truly be a career-defining moment for some of the designers. “Being able to have designers from Africa and the diaspora on a platform as big as Farfetch is a huge thing in terms of visibility. Seeing Orange Culture or Onalaja sold next to Alexander McQueen or Gucci helps condition consumers and retail buyers to recognize that these brands are in fact luxury.”
