PARIS, March 10, 2014 /PRNewswire/ -- NOWNESS.com, the award-winning editorial website that serves as a daily resource for the culturally curious, today announced the launch of the first shoppable video experience on its unique digital platform.
To showcase this new feature, NOWNESS has partnered with renowned brands Louis Vuitton, La Perla, Kenzo, Haider Ackermann, Rick Owens, Bottega Veneta, and Maison Martin Margiela on a short film featuring five Sadler's Wells dancers. As the dancers whirl across the screen, engaged in what director duo Tell No One describes as "a game of tag with clothes," the film uses an innovative technology that seamlessly integrates a click-to-buy functionality in the background of the video content. The film is featured on NOWNESS.com at http://www.nowness.com/day/2014/3/10/3719/mine-all-mine.
This unique functionality will now be available to brands that collaborate with NOWNESS to create inspiring and highly-creative digital stories. This presents a compelling opportunity for premium brands to leverage shoppable video technology in a manner that remains true to an aspirational brand image, while also benefiting from NOWNESS' network of creative talent and broad, sophisticated user base.
This enhanced feature is consistent with NOWNESS' mission to continually provide a differentiated experience for its users and influential brand partners through artistic digital storytelling. The shoppable functionality will enable NOWNESS' audience to identify featured fashion products and save them for later purchase through third-party sites without disrupting or distracting from the viewing experience.
The content will retain the high level of artistry for which the site is known. Importantly, it will not incorporate feature banners or sidebars that are distracting to the eye, or stop once a user selects a product, which would compromise the viewing experience.
NOWNESS.com, launched in 2010, is the editorially independent website of LVMH Moet Hennessy Louis Vuitton, the world's leading Luxury Group. This award-winning editorial website serves as a daily resource for the culturally curious by premiering inspiring stories from the forefront of contemporary culture and global lifestyle. Collaborating with the world's foremost designers, creatives and thinkers, NOWNESS.com is dedicated to being a vital instrument for experiencing high-end culture digitally. In 2011, NOWNESS.com won a Webby Award for Best Fashion Website, WWD Japan's Best Fashion Media Award and a Clio Award for Best Interactive Website. In 2012, NOWNESS.com launched a Chinese-language version, which made it a true dual language platform.
Lyndsey Estin / Anntal Silver
Kekst and Company