Farfetch and Nataal champion black creativity, start with Rousteing collab

By

Sandra Halliday

Published
Feb 3, 2021

Farfetch said on Wednesday that it’s continuing its efforts to “champion and give space to more black-owned brands, boutiques and creatives,” with news of a new partnership with Nataal.

Nataal is a global media brand celebrating contemporary fashion, beauty, visual arts, music and culture from Africa and its diaspora. 

The new link-up between the two is a year-long deal that will see Farfetch working with Nataal and its community “to create content that supports their revolutionary talent”.

The first stage comes on February 3 as part of Farfetch marking US Black History Month. And it focuses on a major name so should make an impact as a big kick-off for the project. The company is collaborating with Balmain and its creative director Olivier Rousteing. 

“This special story, inspired by Rousteing’s Black style icons, was captured by photographer Kenny Germé and stylist Edem Dossou, in a shoot and editorial that express how the ground-breaking spirit of these icons remains an enduring influence on modern luxury today,” the luxury e-tailer said.

Nataal creative director, Marie Gomis-Trezise added: “It was important for us to share this opportunity with Kenny and Edem, two Black artists in Paris who have brought their unique gaze to this story alongside a diverse creative team. We hope this project opens doors for more young Black French artists to work with luxury houses in future.”