Online fashion store SSENSE has created the world’s first shoppable music video. The retailer collaborated with Iggy Azalea, FKi, and Diplo on their latest music release ‘I Think She’s Ready.’ The musicians are wearing the Spring/Summer 2012 collections from designer fashion brands including Phillip Lim, Givency, and Alexander McQueen.
The viewer can click on small square blocks that hover over items to pause the video and bring up what the artist is wearing. By clicking on any of the items, another screen opens up where the customer can see the product in more details and purchase it online.
Rami Atallah, CEO of SSENSE, commented that:
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.