Known for neo-dandy tailoring and his modern twist on the British-made suit, pioneering tailor Joshua Kane first made us stand up and take notice back in the London Collections: Men in June, when he showcased his SS17 collection at the stunning St. Leonards Church in Shoreditch.
With a ’see now, buy now’ collection being all the rage this season Joshua Kane has taken it a step further with his new interacted campaign video entitled ‘I Can’t Change’ which you can watch here.
Featuring his SS17 collection Kane has produced an interactive video which encourages consumers to actively engage and click on all aspects of the video which links to content from Joshua’s online shop, with the option to purchase. The video sees Kane team up with Lab Series Skincare for Men who were the official skin care experts for the project. Starring Sasha Baily you can also buy the skincare products used in the video to achieve the same look. (see images below from his LCM SS17 show)
Sasha goes on to say: “Joshua’s intuitive nature and passion to break boundaries has meant that his skills in both technology and fashion have combined to create a ground-breaking campaign. I am honoured to be a part of his journey.”
The video follows on from the brand being nominated by the British Fashion Council at the Fashion Futures Awards for the ‘Beyond The Runway’ Category. This is the first we have seen on these interactive videos at 1883 and certainly paves the way for more brands to jump on this technology for next season