Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Ssense: Shoppable Music Video - I Think She's Ready

Published on .

Canadian retailer SSENSE has released "I Think She's Ready," what they're calling the world's first interactive, shoppable music video. Starring Iggy Azalea, FKi and Diplo, the video was produced for SSENSE.

In the video, Spring/Summer 2012 fashions are shown, featuring designers including 3.1 Phillip Lim, Givenchy and Preen.

You click on a SSENSE "hotspot" to access style information and the video pops up images of the products with links to ssense.com.

SSENSE CEO Rami Atallah said in a statement, "The integration we are introducing between technology, entertainment and retail with this video not only creates a unique experience for the audience, but also has utility."

We've seen a similar idea a couple of times before. ASOS' Urban Tour campaign was a look at the urban fashion from cities around the world. Created out of BBH London, the films were shoppable so you could buy what you saw the dancers in the videos wearing.

Japanese menswear designer Oki-Ni also did something similar with a video-editorial directed by Antony Crook that you could also click on and buy.

Most Popular