Farfetch continues Nataal link-up, works with Valentino this time
Editorial content is hugely important to modern e-tailers and Farfetch is continuing its partnership with global multimedia brand Nataal to “champion and celebrate black creativity in fashion”. And after February’s debut, the second iteration of the year-long link-up sees it working with Valentino.
Farfetch said Nataal and its “community of change makers” are helping it to "create content that supports their revolutionary talent”.
And the talent featured this time includes Alizée Quitman (multi-disciplinary artist), Alexia Fiasco (photographer), Maty Biayenda (painter and textiles student), Fabien Conti (painter), Josué Comoe (painter) and Elladj Lincy Deloumeaux (painter).
The company said “the work of these agenda-setting talents speaks to the diverse themes of identity, the environment and spirituality”.
The two-part editorial is curated by Nataal, photographed by Kyle Weeks and styled by Laëtitia Gimenez Adam, with the artists wearing runway looks from Valentino’s Act collection “against a brutalist cityscape within which their key art pieces are immersed”.
Nataal’s creative director Marie Gomis-Trezise said: “We chose these young artists because together they represent ‘La Nouvelle Vague’; the new wave transforming the art world. Their diverse practices address their heritage as well as urgent social themes and we hope this story with Valentino brings their work to the world.”
The kick-off for the project back in February had seen Farfetch and Nataal collaborating with Balmain and its creative director Olivier Rousteing.
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