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Sandra Halliday Published
August 25, 2025
Farfetch unveiled its new service on Wednesday — Pre-Order. It will offer early access throughout the season for all Farfetch customers to tap into the newest products, rather than being just a VIP service.
It has signed up 10 brands so far, including Nanushka, Balenciaga, Khaite, Off-White, Palm Angels and Oscar de la Renta. And it said that “many brands are launching Pre-Order for the very first time through Farfetch”.
Upscale online retailers have been introducing a raft of new initiatives in recent periods as they work to produce an authentically luxe experience online and this is a particularly notable development in that trend.
The company said the proposition aims “to elevate customers’ experience and build customer engagement whilst positioning the platform as theplace to access the latest products” – even before they’re available to the wider shopping public.
It explained that new Pre-Order styles will be available to shop monthly and will ship around four weeks after purchase.
As well as being a new weapon in the e-tailer’s ongoing drive to provide a compelling reason to shop on the site, Farfetch said the new service aims to minimise fashion waste by only making what has been already sold.
And with that in mind, the campaign supporting the launch is carbon-neutral. “Not a single sample was shipped for the campaign and influencers will be using digital assets to 'wear' Pre-Order styles”, it said.