The online shopping retailer SSENSE has just release what they like to call the “world’s first fully shoppable music video”, enabling the audience to “dance and shop” simultaneously.

The music video flaunts the brand’s fashion and accessory range, worn by a crew of well-known hip-hop artists, each tagged with a “Shop This Look” call to action link. When this is clicked, the video pauses and a box displays the artist’s outfit laid out in its entirety, presenting each item available for purchase through the brand’s webstore.

“This is the first time the worlds of music, fashion and commerce have truly overlapped, says CEO Rami Atallah to The integration we are introducing between technology, entertainment and retail with this video not only creates a unique experience for the audience, but also has utility. People often wonder what performers are wearing, where they can purchase that item – we have bridged that gap”.

If the application is exclusive to SSENSE, the technology itself is not new. Developed by the UK-based startup wireWAX, the “intelligent video movement” first reached brands such EMI, Tommy Hilfiger, Oki-Ni and Rip Curl, as well as Nike who created the first “shoppable” music video last January. The concept is based on a motion-tracking taggable video tool which allows video-creators to add clickable hotspots to their films.

Following the success of these previous campaigns and seeing the opportunity to separate a unique retail experience from its mundane competitors, the Canadian online luxury apparel and accessory retailer SSENSE teamed up with musical duo FKI and newly-signed Interscope rapper Iggy Azalea, and Grammy-nominated Diplo on this intelligent video “look book”. For the artists, an opportunity to promote their latest title “I think she ready” in a innovatively launched world premiere.

This campaign definitely generated a lot of attention from communications professionals, however it still needs to prove its effectiveness on the consumer.