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04.14.14

SSense and System Magazine Create Shoppable Music Video With Sky Ferreira

With a push to make editorial content more accessible for purchase, online retailer SSENSE is breaking boundaries with a series of shoppable music videos.

Early last year, online magazines began making a big push towards allowing the products in its features and advertisements to be easily shopped by readers. By simply clicking on a product within an image or article, consumers would no longer have to spend time tracking down hard-to-find items.

Pushing the boundaries one step further, online retailer SSENSE—which carries over 200 luxury designers including Saint Laurent, Alexander McQueen, and Stella McCartney—is integrating shoppable music videos into its stream of online editorials. As a partnership with edgy, London-based glossy System magazine, SSENSE will release a series of new music videos every two weeks that will blend e-commerce with music, fashion, and film.

“Today, more than ever before, fashion informs music, music informs fashion, and technology informs everything," System's editor-in-chief Jonathan Wingfield said in a press release. "Our exciting partnership with SSENSE allows us to bring together these three worlds and share them quickly and nimbly with a global community. In doing so, we hope to reignite the music video as the cultural catalyst for our times.”

In 2012, SSENSE released the first interactive shoppable music video for rapper Iggy Azalea's single "I Think She's Ready," produced by Diplo. Now, the new series will debut with the video for 21-year-old Sky Ferreira's latest hit, “I Blame Myself,” which will air Wednesday, April 16, exclusively on the retailer's site. In the video, Ferreira sports an array of pieces by Saint Laurent and Balmain, all of which are available for purchase on SSENSE.

Video screenshot