Watch and buy: Kane, Givenchy and Preen feature in 'world's first shoppable music video'

Thanks to the likes of Rihanna and Lady Gaga, music videos are increasingly becoming a showcase for the latest fashion designs, and now online luxury retailer SSENSE has announced what it has dubbed the 'world's first shoppable music video.'

Starring rising Australian rapper Iggy Azalea, hip-hop duo FKi and Grammy- nominated producer Diplo, the video for 'I Think She Ready', debuting April 4, is viewable here.

The video was styled exclusively by SSENSE, a Montreal-based site which ships a variety of top men's and womenswear labels internationally.

The clip features Spring/Summer 2012 runway trends including bright, pop colors and animal prints, with designers featured including 3.1 Phillip Lim, Christopher Kane, Givenchy, and Preen.

To shop items seen in the clip, viewers need to click on an SSENSE hotspot in the video to access information on the styles showna boots and Chukka boots. They will then be presented with images of the products and a direct link to the item on ssense.com for purchase.

Music videos have become an increasingly important arena for the latest trends in recent years -- last year Lady Gaga's 'Born This Way' video premiered Mugler's Fall 2011 collection before it hit the runway and Duran Duran's 'Girl Panic!' clip starred supermodels including Naomi Campbell and Cindy Crawford decked out in creations by the likes of Balmain and Dolce & Gabbana.

 



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