A Need For Nowness

This is by far one of the best fashion films this year, it combines the beauty of the human body, stunning apparel designs and digital interactive aspects, all into one very short film. 

Directed by Luke White and Remi Weekes for Nowness.com, a video channel showcasing contemporary culture through film.  This was the launch of their first interactive, shoppable video, starring dancers from Sadler’s Wells Theatre in London, not only is it their first it's safe to say it's one of the very first ever to be made.

Every day NOWNESS premiere a new video that gets under the skin of the most influential names across art & design, fashion & beauty, music, culture and food & travel.  

Launched in 2010, the channel is home to filmmakers and filmmaking, creating digital experiences in collaboration with exceptional artists, brands and cultural institutions. They've gone on a pilgrimage to meet Karl Lagerfeld, strapped LED lights to a snowboarder, taken a 90s nostalgia trip with Chloë Sevigny and sipped champagne with David Lynch.

 Luke White and Remi Weekes directed these Sadler's Well's dancers to gracefully leap and seamlessly swap outfits mid-jump, in an impressive film dubbed top 10 fashion films this season.

Viewers can click to view and purchase the pieces featured in the film — from labels like Louis Vuitton, Kenzo, La Perla and Maison Martin Margiela.

Like the latest Burberry Prorsum womenswear SS15 show, in which the viewer could buy straight from a tweet, this video marks the shift up a gear in digital innovation. Unfortunately you can't click and buy from the uTube video, so it's a good reason to check out NOWNESS.com directly!

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