Jose Neves, Founder and CEO of Farfetch (Left) and Bruno Pavlovsky, Chanel’s Fashion President(Right)

Luxury fashion house, Chanel, and fashion news platform and retail site, Farfetch, has signed on an exclusive innovation partnership deal to introduce  augmented retail experiences to its boutique customers.

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Holding ground on engaging with their customers in boutiques, the partnership will allow Chanel to gain leverage in the digital and technological realm with Farfetch’s expertise—allowing real life and the dot com world to connect seamlessly.

“We are not starting to sell Chanel on the Farfetch marketplace — I want to be very clear on that,” explained Bruno Pavlovsky, Chanel’s president of fashion. “Our position on e-commerce is the same. We want to connect our customers with our product and our boutiques are the best way to do so. We are very consistent in our strategy, but we are using Farfetch’s know-how to accelerate this.”

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As part of the partnership, Chanel has invested in Farfetch, joining its existing shareholders.

And in response to all our online shopping lovers: no, Chanel still does not plan to retail its handbags and apparels online.