clock menu more-arrow no yes

Filed under:

Three Brands and Their Bands: Shoppable Music Is On The Rise

Want these looks? You got 'em. Image via SSENSE
Want these looks? You got 'em. Image via SSENSE

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

A recent slew of music-related shopping ventures asks the timeless question, "Can you stop dancing long enough to buy stuff?" Burberry and Loehmann's are among the brands trying to harness the music world's abundant cool with varying degrees of intensity. Burberry, for example, has recently enlisted four acoustic acts from Britain and produced music videos featuring the spring/summer 2012 shades to premier every week in April.

Also, back in the US, Wilson Phillips asks you not to turn around and say goodbye...to spring fashions at Loehmann's. The sisters will perform live at Loehmann's Chelsea location in New York today, in conjunction with a couple shopping spree giveaways. While these certainly aren't the first time musicians have been linked to brands, the level of involvement between them and shoppers appears to be on the rise. Case in point after the jump.

Here's the mother of all music related shopping gewgaws: a video by the Canadian retailer SSENSE that allows you to point, click, and buy while it's playing. Yes, friends, it's a shoppable music video, and retail versions of the Givenchy, 3.1 Phillip Lim, and Rick Owens digs that Iggy Azalea, FKi and Diplo are sporting are up for grabs. Shoppers/hip-hop enthusiasts will have to get their dancing hands under control long enough to check out the looks before it cuts to another clip, but if the interactive video proves successful, this could mean an uptick in brands incorporating musicians into their "consumer buying experiences." Whatever the result, it sure beats trying to flag Kanye down at a concert to ask him where he got his pants.
· Watch Karlie Kloss Dominate Herself In This "F*** Me" Video [Racked]
· All Fashion In Video Coverage [Racked]