Screenshot from “Mine All Mine” video ©NOWNESS
The curated content site owned by LVMH has unveiled a new interactive video featuring shoppable pieces from luxury labels including Louis Vuitton, La Perla, Kenzo, Bottega Veneta, Haider Ackermann, Rick Owens, and Maison Martin Margiela.
Directed by Tell No One (Luke White and Remi Weekes), who describe it as a “game of tag with clothes,” the short film features five dancers from the Sadler’s Wells ballet company. Choreographed by Paolo Mangiola, they dance around to a minimalist soundtrack, magically swapping their clothes in the air:
“The film doesn’t straightforwardly distinguish between male and female roles: we put one of the male dancers in a women’s look that included a Haider Ackermann dress,” explained stylist Agata Belcen.
It’s the first time Nowness has created an interactive and shoppable film since its launch in 2010. Nowness is joining a huge recent trend for interactive videos, which have been produced by brands including Gucci and Juicy Couture and luxury retailers like Neiman Marcus.
Unlike many previous shoppable videos, this one doesn’t get interrupted by your interaction with it: clicking on the clothes as they rush across the screen saves them for later, using the Cinematique tool. The items are then shoppable via third party e-commerce sites. The Cinematique technology has also been used in fashion films for Scotch & Soda and Maiyet.
Check out the film at www.nowness.com/day/2014/3/10/3719/mine-all-mine now. – AFP RELAXNEWS