Farfetch secures exclusive distribution for Prada Linea Rossa

By

Barbara Santamaria

Published
Oct 28, 2019

Farfetch and Prada have unveiled an exclusive partnership for the luxury house’s revived sportswear-inspired line Linea Rossa.

Popular in the 1990s and early 2000s for its high-tech aesthetic and recognisable red strip, the line made a comeback at Prada’s men’s and women’s Fall/Winter 2018 shows, returning as an evolved technical collection.

Farfetch has secured Linea Rossa’s exclusive distribution, becoming the only multi-brand digital platform to have the right to sell the Fall/Winter 2019 collection.

The 155 pieces including ready-to-wear mens, womens, accessories and skiwear have already launched on the online marketplace, which was founded by José Neves in 2007.

There are updated versions of classic '90s styles, reinvented with new construction methods and materials in a nod to the line’s renewed focus on technical innovation.

Farfetch, which announced a 43% increase sales to $209 million in the second quarter of the year, has been working to expand its luxury credentials with several exclusive agreements. In addition to Prada, the platform has secured exclusive deals with Valentino, Burberry and Stella McCartney.

Commenting on the latest deal, Holli Rogers, chief brand officer at Farfetch, said: “It’s an honour to work with Prada to showcase the cutting-edge Linea Rossa collection for our customers looking to rediscover the line. 

“We are continually seeking to enhance not only our breadth of offer; but importantly to position Farfetch as the destination for lovers of luxury fashion to access to the most exciting collections from the world’s most dynamic brands, found only on Farfetch.”