Click to purchase video may be the new popular way of luxury shopping. At least LVMH believes so as they launched one such video on Nowness, an online luxury destination owned by the luxury conglomerate. The short video performance titled ‘Mine’ features a number of luxury brands including Louis Vuitton and Bottega Veneta. The interactive short features a troupe of contemporary dancers from London’s Sadler’s Wells Theater. The dancers are shown playing an elegant game of ‘Chase’. The contemporary dancers toss, tumble and steal clothes as they often strip down to minimalist white underwear. The short video performance has been directed by AKA Luke White and Remi Weekes.
The short video is motion touch enabled and the performers are styled in designer garments from high profile labels including Louis Vuitton, Kenzo, La Perla, Maison Martin Margiela and Bottega Veneta. All pieces shown in the video are for sale and viewers can click on any piece to review them and even buy them. Italian choreographer Paolo Mangiola has created the impassioned routine. The styling has been done by Agata Belcen who believes that the film feels magical but still of this world. The styling has also added to this mix of reality and oddity. The video effectively shows how the clothing fits, moves and looks on a moving human body.
The concept of video as a shopping tool is not entirely new but this video has used the technique very effectively. The process is rather simple and user friendly. The viewer can click on individual clothing item which moves it to a user’s ‘boutique’ and can be viewed by clicking the lower right corner of the video. A numerical counter keeps track of the number of pieces added. If you decide to buy the piece then you are directed to the third party site for actual purchase. LVMH had first attempted a shoppable video earlier this year for its Men’s line. The concept is sure to gain in popularity as it enables users to see how the clothing looks on a moving human body. It is the closest to trying it out yourself.