DuJour Navigation

Click “Play” to Shop

The online retailer FarFetch released an innovative video that’s as chic as it is shoppable

Last week at FarFetch‘s Digital Dress Up event, the UK-based fashion-forward e-commerce site celebrated their unique range of designer inventory by inviting style bloggers to style complete looks with pieces from the site’s curated global boutiques. Now, via an interactive video, anyone can shop the covetable ensembles from stores like Fivestory in New York, Browns in London and Dante 5 in Bari, Italy.

In the video, models walk around a rooftop—in clothes by Kenzo, Simone Rocha, Peter Pilotto and more, flanked by a little white clickable circle that sends you directly to the item’s online purchase page. It’s the latest way to shop; and, much like FarFetch, is likely to become the next big thing.