Immediacy in fashion has been gaining quite a momentum of late with multiple designers giving the see-now-buy-now model a whirl. In launching their global partnership, Farfetch and Condé Nast take a cue from that concept; creating a seamless technology connection between content and commerce.

 

Starting today, Style.com will discontinue operations and redirect to Farfetch.com. This strategic tie-up connects Condé Nast's global editorial portfolio with Farfetch's e-commerce, technology and logistics platform. The idea is to bring consumers from fashion inspiration to purchase gratification by integrating products from the world's leading brands and boutiques into Condé Nast's digital and social platforms for instantly shoppable and commercialised content.

 

Jonathan Newhouse, Condé Nast International Chairman and Chief Executive joins Farfetch's Board of Directors as part of what he calls "an industry defining collaboration". José Neves, Founder and CEO of Farfetched said: "This will significantly augment the retail experience for our customers, and we see it as a natural step in Farfetch's approach to commerce and our strategic vision to connect those who create fashion, curate fashion and develop fashion content." 

 

Natalie Massenet, Co-Chairman of Farfetch, added, "We are thrilled to be partnering with Condé Nast. Since 1999 I have believed in the importance of combining content and commerce in order to elevate the digital shopping experience. Content educates, entertains, and inspires purchases which is crucial in the customer journey of discovery."

 

 

The partnership will begin with Vogue and GQ in the US with further plans for expansion and innovation in the works.

 

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