Farfetch in Middle East debut with Arabic site and local content

By

Sandra Halliday

Published
May 2, 2018

Farfetch continued its global expansion plan this week and launched in the Middle East on Wednesday with its Arabic language site debuting after the signing of a joint venture deal with Chalhoub Group earlier this year.

As well as being in Arabic, the company said the site will include dedicated editorial content for the region with its first fashion shoot focusing on British-Moroccan model Nora Attal.

At launch it also has influencer Leena Al Ghouti and designer Wathek Allal on hand to help to guide the region’s customers through the offer from the company’s almost-900 brand and boutique partners.

To celebrate the launch, Farfetch has also commissioned the French-Tunisian artist eL Seed to create three original pieces of art. These mix the artist’s graffiti-meets-calligraphy style with the Farfetch fashion edge and are based on the #fortheloveoffashion hashtag, They will be exhibited around Dubai this month and next.

It’s launching at a strong time for the region with Ramadan coming up to be followed by the Eid al-Fitr holiday that is a major shopping season. The site will include modest dressing edits and Eid gifting options.

CEO José Neves: “As one of the largest luxury markets in the world, the Middle East is so important to Farfetch.”