by Stephen Garner

Farfetch has returned to ComplexLand 2.0, Complex Networks’ first-of-its-kind virtual festival, in an expanded role since appearing in the inaugural edition in 2020. The partnership presents multiple interactive moments to enhance the audience’s path to purchase and awareness of Farfetch’s product offering.

For this activation, the online luxury fashion shopping platform has worked with Complex Networks to provide 14 pieces of clothing that attendees can use to dress their avatars within ComplexLand 2.0. Farfetch will appear as a virtual pop-up shop within the virtual festival, offering a curated selection of the best new season styles from Heron Preston, Palm Angels, and Marcelo Burlon County of Milan.

Farfetch is also sponsoring the social sharing tech enhancements, which allow attendees to share their styles avatars across all social media platforms.

“We are thrilled to return to ComplexLand this year with an expanded role at the intersection of fashion and technology,” said Carol Hilsum, senior director of product innovation at Farfetch. “Frontiers between physical and virtual spaces are becoming more blurred and the Metaverse, this virtual reality space in which users can interact with a computer-generated environment and with other users, is opening a whole new world for brands to create unique experiences and interactions with their customers beyond traditional playgrounds. With gaming becoming a social norm and self-expression a core requirement, we see a huge opportunity for brands to empower their communities in these digital worlds and enable them to express their individuality through their virtual avatars while creating a distinct personal brand. We believe that virtual access to the brands they love in real life will be key to helping them achieve this and that this is the new chapter of e-commerce.”

“It’s really great to have Farfetch returning to ComplexLand, especially in such an expanded capacity,” added Neil Wright, head of experiential at Complex Networks. “Dressing your avatar is the first thing you do when you enter into ComplexLand each day. The amazing assortment of products from Farfetch raises the bar on the entire experience offering attendees an opportunity to customize their avatar and share finished looks across their desired social platform.”

ComplexLand 2.0 is now live on mobile and desktop screens through June 18th.