Chanel And Farfetch Team Up To Bring The Boutique To Your Laptop

Online shopping, like online dating, has its fair share of positives and negatives. It may be easier than ever to cop that new drop or quickly browse a wide selection of stock, but what we're really missing – when it comes to designer, at least – is that in-the-flesh experience.

If you've ever spent some time in a Chanel store, you'll know what it's like to have the breathing space to peruse and enjoy the luxurious environment; to touch and feel the clothing; to be waited on hand and foot by a genuinely knowledgeable sales adviser – if they don't behave like a self-entitled snob, that is. Well, it is this boutique experience – or lack thereof – that has inspired Chanel's new partnership with technology-centric online retailer Farfetch.

Through their multi-year collaboration, the pair aim to bring the same personalized approach to online shopping; an augmented retail vision which will use cutting-edge innovation to cater to customers' specific needs.

Fashion President of Chanel Bruno Pavlovsky says, “We are very enthusiastic about this Innovation Partnership and look forward to implementing the first steps of our projects together. We want to offer our clients the opportunity to further experience the brand values and to feel something which is authentic and unique to Chanel. We strongly believe that digital will never replace the feeling of being in a fitting room and trying on a Chanel piece. We are confident that Farfetch's innovative technology will help us develop an even more outstanding customer journey by combining a great e-service offering with a genuine Chanel boutique experience.”

We'll settle with that, until they invent holograms and teleportation devices, that is.

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Image via instyle.com