A Game Changer

Oki-Ni has created a garish glimpse in to the future by combining video and purchasing in a fully interactive e-commerce editorial.

Pulling on the creative talents of director Antony Crook, Oki-Ni, who this year celebrated their tenth anniversary, created the first shoppable video of its kind in collaboration with Ridley Scott's RSA/Black Dog production company and the pioneering work of wireWAX

“We wanted to do something truly remarkable. What we came up with is this”

The 1:45 moving editorial is fully-shoppable, meaning that you can click on any outfit, while the video is playing, to shop the look worn on screen.

The video is styled by regular Oki-Ni collaborator Glenn Kitson. The brand claims it represents a big step forward in the functionality of online video.