Watch. Enjoy. Everything can be yours. With more and more users turning to brand video as a source of inspirational content, NOWNESS, the independent editorial platform that is part of the LVMH group, unveiled a unique “e-shoppable” video, making a bold statement on the digital trend that is reinventing the luxury shopping experience.
Entitled ‘Mine’, the video brings together a number of iconic fashion Houses, including Louis Vuitton, Kenzo, JW Anderson and Margiela. Shot on a basketball court, the video follows a group of dancers. At first, clad in their undergarments, they sit idly as a newcomer walks in, dragging the group into a playful game of stealing clothes with a showcase of mesmerizing dance moves. Created using innovative technology, the ‘Mine’ video blends NOWNESS’ trademark creative savoir-faire with a memorable display of luxury products.
Choosing favorite clothes becomes a discreet and seamless experience: a simple click on the product that catches the viewer’s eye adds it to the wish list, accessed via an icon at the bottom right of the screen. Using the list, viewers are then able to access details on the item, including the prices and online retailer information, as well as stories about the fashion Houses.