Preen pink peep dress found on SSENSE.com
Have you ever watched a video or a show and liked an outfit so much, you wished you could click on it and buy it?
A new campaign merges spontaneous shopping with a music video, so now it's possible to do just that. Tag-able video tool makers wireWAX and SSENSE, the latter a Canadian online clothing retailer, have collaborated on a project that uses tags embedded in the "I think she ready" music video — a demo by hip-hop artists FKi, Iggy Azalea and Diplo (which you'll either hate at first listen or it'll grow on you) — that directs viewers to outfits on SSENSE once they click on floating "Ss" (for "Shop that look") that appear throughout it.
It is, however, a little tricky to click on it, as it moves pretty fast. But when I finally got an elusive "S," I was able to go to a dialog box with components of the outfit, and choosing one of those led me to SSENSE. And once I did get into it, sticker shock kicked in: $1,400 for a zip collar men's jacket, or $350 for a black stripe print T-shirt. Even the Preen pink peep dress is a jaw-dropping (to us mere non-celebrity mortals, that is) $1,310.
But it's easy to see how convenient this would be, as others have probably watched shows and videos wishing there were connected sites that led us to those coveted clothes. (This was especially true during the "Buffy the Vampire Slayer" years, at least for me.) After all, videos and shows have long been showcases for fashion plates.
WireWAX allows anyone to use their Web-based tool, which adds "motion-tracking hotspots" to anything you want in the video, but adding the shoppable component ups the usefulness — and the money-making potential — to another level.
You can check the video out below:
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