VIDEO: This Interactive Fashion Film Lets You Shop While You Watch

Welcome to the shopping of the future.

This is pretty awesome: Nowness.com, a luxury lifestyle web magazine, launched its first ‘shoppable’ video today. It features a troupe of contemporary dancers from a London dance company, guys clad in tighty-whities, girls in simple white slips and underwear. As the film progresses, clothing floats into the frame and onto the dancers: a blue Haider Ackermann dress, a Bottega Veneta jacket, a Kenzo top, a striped Louis Vuitton skirt. But here’s where it gets amazing: The entire video is interactive. Click on the articles of clothing you like as you watch—better do it fast; these dancers whirl about quickly!—and they’ll be instantly saved for you to review later. At the end of the video, click on the icon at the bottom right-hand of the screen and you can see descriptions, materials and designers of the pieces you liked. Even better, it takes you to a third-party e-commerce site where you can actually purchase the clothes. Watch the film below, and try not to fall into the rabbit hole: I’m already fantasizing about a time where movies and TV shows are shoppable. Could you imagine being able to shop, say, the SATC movie, Funny Face or, OMG, Clueless?

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