Fashion Magazine

Only Because We Can

By Scorpiondisco @scorpiondisco
I've been known to spend entire evenings watching fashion video after fashion video and getting lost in the little worlds that haute houses like Dior and Chanel create, imagining I'm Marion Cotillard coming undone at a poolside photoshoot, or Elisa Sednaoui cruising St. Tropez, or spotting a fairy-like Freja in a Lagerfeld-directed video. Video is a crucial - and pretty foolproof - vehicle for a brand to load viewers up with a strategic range of emotions that instantly convey the brand's message, not to mention a nagging sense of longing for whatever they're hawking. 
Only Because We Can
The latest video I've stumbled upon is Liberation by Danish jeans brand ONLY. The interactive video is clickable, controllable (think: Choose your own adventure) and -get this - shoppable, with the brand's own casual wardrobe making a cameo. Instead of just watching a video (snooze!) Only lets viewers get involved, by way of clicking the screen for wardrobe details, stealing a pair of jeans at a party, zipping a fly, and watching a guy change from behind a tree after a lake-side skinny dipping session. As if that's not enough, Erika Linder, every straight girl's fashion crush, has a significant role in the short - and may or may not lose her pants by the pool.
Only Because We Can
This interactive short won Only 3 Cannes Lions Awards - a Gold Lion for the Retail and E-Commerce Category and Two Silvers for Interface and Navigation and Photography, respectively.
Check out the trailer here, and then head over to to get hands-on! I promise, it's unlike anything you've seen before. Your move, Unkle Karl!


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