ASOS GETS INTO THE GROOVE: Fashion, music and e-commerce congeal in a new video project from Asos. Acknowledging the increasing importance of video in both Web content and e-commerce, the British fashion e-tailer partnered with Vice and a collective of directors known as Pensacola to produce its first interactive music video, titled “Colour Control.” While an all-girl band called Juce plays its new single “The Heat” on loop, various models fly, dance and get silly in five different segments organized by color. At the end of each portion, marked as red, yellow, green, blue and black-and-white, viewers can click a link leading to Asos’ Web site, where clothes corresponding with the respective shade are available for purchase. In the first 24 hours following the video’s premiere on Asos’ YouTube channel on Tuesday, the video has logged more than 13,500 views. It’s bound to attract more eyeballs on Thursday night, when Asos hosts a party at Mack Sennett Studios in Los Angeles for expected guests such as artist Langley Fox Hemingway, “The Hunger Games” actress Willow Shields and musicians Mayer Hawthorne and T. Mills. “We’re a digital brand and we wanted to do something fun, innovative and shareable with our fans,” said a spokeswoman for Asos.

 

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