09 September 2010

WATCH the Olsens' 'shoppable' A/W'10 catwalk video

Following Burberry's thrilling announcement yesterday that the Brit luxury brand would be allowing a select number of customers to purchase the clothes from their S/S '11 collection live during the catwalk show, the Olsen twins have produced a shoppable video of their own for The Row. Admittedly the usually-edgy sisters' offering is based on the clothes for the current season (i.e. A/W'10) rather than next season like Burberry's, but still, it's interesting to see the catwalk being used in this way, instead of being the usual teaser for hard-to-track-down garments which will eventually appear at some vague date in the future.

'We’ve always believed in the power of video to communicate a brand’s message,' Ashley O explained, pointing out that a previous video they had created to introduce the high-end brand's first holiday collection has now had close to a million views on YouTube; 'we like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.' And as Mary-Kate says 'women today are so busy; we want to make the shopping experience seamless and easy for them.' For next week's S/S'11 collection from The Row, the twins will be releasing a shoppable video early next year.

The A/W '10 click-to-buy video will go live at www.therow.com later this week, but you can see a preview of how it will look here.