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.
You can view some of the looks below, or discover them yourself by getting involved with the futuristic concept in 'The Game'.
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