With a new ad business, has Farfetch found its feet under Coupang?

Farfetch was once the undisputed pioneer of luxury fashion online, a platform that married technological innovation with an insider’s grasp of fashion’s nuanced codes. But following its high-profile acquisition by South Korea’s Coupang at the end of 2023, the company has entered a new chapter, one marked less by editorial curation and more by commercial optimisation.