On one of the busiest nights of New York Fashion Week, the fashion site Farfetch threw a small party in the penthouse of The Greenwich Hotel to kick off its “Unfollow” campaign with Nicole Richie, who flew into New York for less than 24 hours.
The Web site combines e-commerce with brick-and-mortar stores by putting the inventory of small boutiques all over the world online in one place.
For the House of Harlow jewelry designer, it’s essentially the best of both worlds. “I live in L.A. so it’s not like I’m walking around shopping,” said Richie. “In L.A. you have to drive one place and find parking, and then drive 10 minutes to another store. It’s nice for me to try things on in my own space, and when I can incorporate things in my own closet. I think it gives you that extra amount of freedom.”
Her short film for the brand played on a loop on television screens throughout the space, spitting out koans like, “It’s about curating the life you want in the most positive way,” and “It’s not that we’re not capable, it’s that we are too capable,” phrases that might not have been out of place on “The Simple Life.”
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Preach on, Richie.