In a curious case of retail giving way to editorial giving way to retail, Nowness, the esoteric and excellent editorial video site run by LVMH, just launched a shoppable version of its art.
Featuring modern dancers instead of models, the film, a short called Mine All Mine, shows a choreographed piece from members of the Sadler’s Wells Theater troupe, doing their thing in a gymnasium. The costumes — all current designer looks — jump from undies-clad dancer to dancer, male and female, with viewers instructed to click what they like while they watch. The interactive commercial feature doesn’t interrupt the film, which is really pretty beautiful, since clicking quietly bookmarks pieces in a little icon unobtrusively stuck at the corner of the screen.
With the video so creatively valuable in its own right, it’s worth watching whether or not you’re in the market for new Kenzo and La Perla. Meanwhile, shoppable video made some headlines about two years ago and then didn’t really launch, but if it’s ever going to, the genre will need to take a cue from LVMH’s latest.
Check out Mine All Mine: