The 'Mine All Mine' film by the NOWNESS is interesting for its content, but even more so for the fact that you can shop the designer looks right from the video, without any interruption.
The NOWNESS film is designed to be compatible with Cinematique accounts, a platform for shopping from videos. While watching the video, consumers can click on items of interest and view them later with Cinematique.
The film itself beautifully presents this concept, as directors Luke White and Remi Weekes describe it, it's a "game of tag with clothes" between dancers from London’s Sadler’s Wells Theater. The film doesn't adhere to traditional gender roles, as men and women fight for pieces that are worn by both sexes, including garments from big-name designers like Louis Vuitton, Kenzo, Bottega Veneta, Rick Owens and Maison Martin Margiela.