Sky Ferreira premiered a shoppable music video in collaboration with the Montreal retailer SSENSE. This isn’t the first time SSENSE has teamed up with a rising artist to promote their online store. In 2012, the retailer debuted the first ever interactive shoppable music video. Their artist of choice was Iggy Azalea wearing Givenchy, Preen & Margiela pieces with many of them priced above $1000. The items chosen for Ferreira’s video are priced similarly. For as little as $205 or as much as $3,225, fans of the 21-year-old singer can step into the world of the music video and emulate the artist’s style which includes top designers Givenchy, St. Laurent & Balmain.
For fashion lovers, this is great news. But will her pre-existing fan base be thrilled? Ferreira’s music has found a happy niche in music’s subculture, famous for its hipster 20 somethings wearing hand me down vintage pieces from their somewhat stylish grandmother’s (or even grandfather’s) abandoned closets. A typical Bushwick creative type can hardly afford their weekly grocery trip- is it a stretch to infer that Ferreira’s existing audience will probably have a hard time affording the looks from the video?
Whether SSENSE is trying to reach out to a subculture of hipsters that it has yet to captivate or Ferreira is trying to seduce a broader public who might be more inclined to buy designer clothing and hopefully, her music, is unclear. But, one thing is for sure, we highly doubt we will see your typical Brooklyn hipster sporting the looks from “I Blame Myself” on the J train back to Brooklyn anytime soon. Whether or not Ferreira’s attempt at gaining a mainstream audience is successful will become clear as time floats on.
The idea is compelling for sure and we’re impressed with all of the work that goes into creating a “shoppable” video. Although we enjoyed the technology, the fashion and the music, we weren’t huge fans of the blotchy make-up or the half-attempt at a dance scene. If you’re still curious and have four and a half minutes to spare – check out the video below!