Danish retailer Only has changed the online retail game again by introducing an interactive video for their collection in which the pieces worn can be immediately shopped.
The clip - which features a bunch of youthful models hanging around hotel rooms and deserted car parks - is an (apart from the questionable voice over) well realised video in it's own right - energetic, engaging and lots of fun. However, Only have added an interactive element to the video in which the viewer can zoom in on individual items of clothing, determine their style name and click through to check them out further and purchase them. The usability is straight forward and in no way detracts from the video itself; if anything the typeface and the filter (hazy and polaroid-ey) that appear when the video pauses only add to the overall vibe. Check out some stills below and head over here to watch the video in its entirety. Is this a new frontier for all short clips - fashion, music, trailers?