Farfetch Group logo
Farfetch Group logo

New Guards Group

We are home to 9 international luxury brands: Marcelo Burlon County of Milan, Off-White c/o Virgil Abloh, Palm Angels, Unravel Project, Heron Preston, Alanui, Kirin Peggy Gou, Opening Ceremony and Ambush.

We work with the understanding that fashion and luxury can be different: community-based, quality-driven, collaborative, truly global and quick. Qualities we developed by enabling emerging creative talents set their own paths and rules. To achieve their visions with no compromises.

Shunning the conventions of seasonal collections, the slow-moving apparatus of traditional shows and the supply chains that mire the old-guard, we are built to reflect the smoothness and ease of a genuine conversation.  

Our brands and products stem from creative and managerial innovation and the philosophy of Made in Italy.

Where others see limits, we see goals.  

Clothing, accessories, jewellery, design pieces; everything aims at redefining the way luxury is conceived, communicated and shared, giving craftsmanship a new perspective.