SSense, Canada’s largest, luxury e-commerce site, has introduced an entirely new way to shop. Fans no longer have to relegate themselves to simply lusting over the designer duds of their favorite musicians, now they can actually buy them for themselves! SSense styled and produced the new music video for FKi’s “I Think She Ready,” featuring Diplo and rapper it-girl Iggy Azalea. As viewers watch the music video, button’s saying “Shop This Look” appear which if clicked on pause the video and open a box laying out the artist’s entire outfit with links to purchase the goods on ssense.com. SSense CEO Rami Atallah said, “The integration we are introducing between technology, entertainment and retail with this video not only creates a unique experience for the audience, but also has utility. People often wonder what performers are wearing, where they can purchase that item – we have bridged that gap.” The video features clothes from the Spring/Summer 2012 collection of designers like Maison Martin Margiela, Givenchy, 3.1 Philip Lim, Rick Owens, Preen, and McQueen; no one ever said dressing like a rap star was cheap.
-Emily Kirkpatrick for The Untitled Magazine