E-commerce giant Farfetch today announced its newest partnership, and it's an exciting step for the region. Farfetch will partner with the Islamic Fashion and Design Council (IFDC) in order to create a special edit of clothing made for the site's modest customers.
Entitled Pret-A-Cover, the collaboration will see IFDC and Farfetch's buying team curate a selection of clothing that will sit within a dedicated space on Farfetch's website which focuses on high-end, luxury pieces that are perfect for a modest wardrobe.
Pret-A-Cover was established by the IDFC in order to help foster the accessibility of fashion-forward modest clothing within stores and this partnership is a huge coup for the regional site. Alia Khan, the founder and chairwoman of IDFC, said of the collaboration, "Being the only retail program that helps stores create a section dedicated to customers looking for modest wear, Pret-A-Cover teaming up with Farfetch is every modest consumer's fashion dream." Alia started the Council in Dubai and it has since grown to have nine offices globally.
Stephanie Horton, Farfetch's chief marketing officer, exclusively told Bazaar, "Providing customers with discovery is organic to the Farfetch experience, connecting them to shop a unique array of luxury pieces from retailers around the world. We are excited about this collaboration with the IFDC, enabling us to open up Farfetch’s unparalleled range and deliver a bespoke experience to the modest-wear customer globally."