# Artfully Shoppable Videos Mine All Mine by the NOWNESS Lets Consumers Shop In-Video By Laura McQuarrie | Published 2014-03-29 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/mine-all-mine References: [luxuo](http://www.luxuo.com/luxury-trends/nowness-first-shoppable-video.html) & [nowness](http://www.nowness.com/day/2014/3/10/3719/mine-all-mine) 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. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 41% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Shoppable Videos:** The trend of creating videos that allow viewers to shop directly from the content, offering a seamless shopping experience. - **In-video Shopping:** The trend of incorporating shopping capabilities within videos, enabling consumers to make purchases without leaving the video. - **Cinematic Shopping Experience:** The trend of enhancing the video viewing experience by integrating interactive shopping features, making it more engaging for consumers. ### Who This Affects Most - **Fashion Retail:** Fashion retailers can leverage shoppable videos to boost sales and provide a unique shopping experience for customers. - **E-commerce:** E-commerce platforms can adopt in-video shopping features to drive conversions and improve the overall customer journey. - **Video Production:** Video production companies can explore the creation of shoppable videos to offer innovative services to clients and stay ahead of competitors. ## Related on Trend Hunter - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/luxury-fashion-film.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md) - [On-Click Shoppable Video Ads](https://www.trendhunter.com/trends/adadapted.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Add-to-Cart Video Advertisements](https://www.trendhunter.com/trends/shoppable-video-ads.md) - [Shoppable Virtual Beach Houses](https://www.trendhunter.com/trends/jcrew-virtual-beach-house.md) - [Interactive Fashion Horror Games](https://www.trendhunter.com/trends/the-room-by-gentle-monster.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md)