Farfetch, a luxury fashion retailer, has launched ‘pre-order,' a new service that gives customers “early access” to new products throughout the season.

Pre-order will first begin with 10 labels, including Casablanca, Dolce & Gabbana, Nanushka, Balenciaga, Khaite, Off-White, Nicholas Kirkwood, Palm Angels, and Oscar de la Renta, with the goal of reducing fashion waste by only producing what has already been sold.

Many of the labels are debuting pre-orders on Farfetch for the first time, with more brands scheduled to be added monthly.

New ‘pre-order' designs will be available to shop on a monthly basis and will arrive four weeks after purchase. A vibrant red padded coat from Khaite, Balenciaga platform shoes, a Palm Angels mini tote bag, a cardi-coat by Dolce and Gabbana, and Off-White tomboy leather jacket and matching tailored leather shorts, Nicholas Kirkwood hiking boots, and a floral embroidered Oscar de la Renta midi dress are among the key styles available for pre-order.

According to Farfetch, the concept seeks to improve customer experience and engagement while promoting the site as a location to acquire the latest items - even before they're available to the general public.

Pre-order is part of the larger Positively Farfetch program, and the debut marketing has been made carbon neutral to emphasize the service's conscientious efforts. No samples were sent out for the campaign, and influencers will be able to ‘wear' pre-order designs utilizing digital assets.