The world’s first music promo where you can “buy what you see” in a click (or two)

Here’s interesting … Ssense, online fashion retailer, has created a “Shop What You See” video with Australian rapper Iggy Azalea, hip-hop duo, FKi and Grammy-nominated producer, Diplo.

It would appear to be the first music video you can make purchases “in”. On each frame, you can click the “S” icon (as you can see above) and it’ll open a page showcasing the products worn in the shot.

From there, you can hook yourself through to Ssense’s website and pick up some rather natty items of fashion. How lovely, eh.

See it all here.