With the slogan, '300 boutiques, 1 address' accompanying Farfetch's new 'Unfollow' campaign, the fashion e-tailer aims to break the usual clichés of ad campaigns. "We really wanted to concentrate on the clothes and the point of view of fashion, and not on the famous face or labels that consume everything today," noted Stephanie Horton, Farfetch's chief marketing officer.

Created in partnership with creative agency Droga5, the new Farfetch campaign was shot in Capetown by Charlie Engman and will first hit the March issue of Vogue on February 24, followed by Vanity Fair, W Magazine and many more. 

Print ads will also run in U.K. editions of famous fashion titles, "We wanted to make sure we had the right message. They – the U.S. and the U.K. – are our biggest markets – the U.S. is 30 percent of our business," Horton said. Digital ads will also debut in America, as well as Russia, Australia and the Middle East.