Well that was fast. Just one day after online retailer Ssense joined fashion forces with Iggy Azalea, FKi and Diplo for “I Think She Ready,” the world’s first shoppable music video, Burberry launched its first similar collaboration with rock band, One Night Only. The UK-based label not only commissioned the video for the band’s song “Long Time Coming” but also timed the release with the release of its new eyewear collection–which, surprise, surprise, is also featured prominently in the video.


Unlike Ssense’s, Burberry and One Night Stand’s partnership isn’t click-and-buy within the video itself, at least not on Facebook, where the video was first launched this morning. On Burberry’s main site, however — where the video was released later in the day — the new campaign, the music, and all the new sunglasses are front and centerĀ and immediately available for purchase.


Retail right now is drawn to the novelty of integrating brands with popular music across digital platforms. Some executions are more convincing than others, but overall, it’s exciting to see any brand branch out and really take advantage of the functionality and reach of their social media and e-commerce properties. Whether the trend sticks around and becomes the new standard remains to be seen; as with any marketing strategy, it all depends on the bottom line.


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