Posted on April 19th 2014 by
To push the boundaries of both online fashion and online content, SSENSE has teamed up with London’s System magazine to produce an ongoing shoppable music video series that connects the worlds of music, fashion, and film. Debuting the innovative video series features Capital Records recording artist Sky Ferreira’s new single “I Blame Myself,” whom is no stranger to the digital world. In a collaborative effort between SSENSE, System, Sky Ferreira, director Grant Singer, and stylist Ian Bradley, the video showcases minimal rebellious street-style ensembles featuring Givenchy, Saint Laurent, Alexander Wang, Simone Rocha, Margiela, Balmain, and more.
Naturally, spending as much time modeling clothes as she does singing whilst being a muse to Hedi Slimane, it is overflowing with Saint Laurent and introducing a new sartorial take on grunge. While that aesthetic might sound predictable of Ferriera, the video’s setting is not. It takes place in Compton and sees her gallivanting around with some very thuggish-looking characters, and later gets arrested for a group dance in a parking lot, is, in her words,”obviously based on real events.” Shopping directly from music videos is still a novel concept, one that may soon be common place.