Fred Perry and Raf Simons are promoting their newest collaboration by inviting customers to view and shop the collection through a virtual map featuring a suburban town.
Similar to Google’s Street View platform, the map features models walking through a nondescript coastal town, captured mid-movement as if oblivious to the presence of a camera. Adding an element of anonymity they have their faces blurred, as do some products which are to be launched at a later date and still not available for purchase.
When navigating the platform, users are sent on a scavenger hunt to spot the models as they go through the streets by clicking arrows in the direction they want to go in. Models can then be found at random, huddled in groups, riding a motorbike or walking alone. Clicking a model will reveal what garment they are wearing, and leads customers to an e-commerce page to complete purchase.
The brands’ decade-old collaboration has become a staple in the wardrobes of many trend-led young consumers. To celebrate its 10th anniversary last summer, the brands gifted 100 garments from its archives to the subcultures that inspire their collections. Over the course of six weeks, products were distributed at places with emerging subcultures, such as Athens and Belgrade.
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