- FARFETCH FIRST redefines service standards, introducing a new premium service with free upgrade to next-day delivery and elevating the end-to-end customer experience.
- Unrivalled selection of thousands of luxury items from the world's most sought-after brands with next-day delivery across Europe.
- The ‘Wait is Over’ is the concept of the brand campaign, which spotlights everyday moments, with FARFETCH FIRST standing out as the solution for the modern luxury customer.
LONDON, UK. 7 May 2026 - FARFETCH, the global platform for luxury, announces the launch of FARFETCH FIRST, a new premium service with free upgrade to next-day delivery, designed to transform luxury industry standards with an elevated end-to-end customer experience. An unrivalled selection of thousands of luxury items from the world’s most sought-after brands will be available under the FARFETCH FIRST banner, reaching customers with reliability and speed.
FARFETCH FIRST is set to redefine every touchpoint of the customer experience, including immersive brand pages that elevate the proposition for brand partners joining the program.
Stephen Eggleston, Chief Commercial Officer at FARFETCH, said: “Through FARFETCH FIRST, we provide luxury brands with an elevated digital presence, enhancing their unique storytelling and meeting the expectations of global customers, who view time as an essential dimension of a truly unique shopping experience. FARFETCH FIRST is set to become the benchmark for reliability and impeccable service in luxury.”
Launching across Europe, including the UK, Germany, France, Italy, and Switzerland, the service offers a free upgrade to next-day delivery on a selection of thousands of items with plans for a phased global expansion to follow.
FARFETCH FIRST: The Wait is Over: The new service launches with a series of stills and videos built around the universal act of waiting. Directed by photography duo Tanya and Zhenya Posternak and styled by Tati Cotliar, fashion director at Love Magazine, the campaign is anchored on the essential promise that, while life is full of waiting, with FARFETCH FIRST, the wait is over. With creative overseen by Matthew Whitehouse, Head of Editorial Content & Creative at FARFETCH, the result is both playful and unexpected, spotlighting everyday moments – a red light, a packed elevator, busy dry cleaners and a forever delayed bus – with FARFETCH FIRST interrupting the wait.
About FARFETCH
FARFETCH is the global platform for the luxury fashion industry, connecting customers in over 190 countries and territories with items from over 1,400 of the world’s most sought-after brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury.
For further information, please contact:
press@farfetch.com