To help launch their Autumn/Winter 2016 collection, Ted Baker has teamed up with English crime film director extraordinaire Guy Ritchie to produce a mini short film that not only introduces the collection, but lets you shop it as well.
Entitled “Mission Impeccable,” the short, directed by a pair of Guy Ritchie mentorees at London-based filmmaking collective Crown & Owls, tells the story of a mysterious undercover mission filled with the usual suspects of secret agents and villains, except unlike other typical spy flicks, these agents and villains are dressed head-to-toe in Ted Baker clothing. Clothing you can actually purchase directly from the flick.
As you’re watching characters like “Weaver,” “Lacey,” and “Draper” track down one “Viktor Boyle” (a.k.a. “The Needle”), little plus icons appear over the items of clothing they’re wearing. Clicking the icons adds the clothing to your vault for later purchase. And while the Mission Impossible-like storyline definitely feels a tad bit campy, it’s a rather cool shopping experience that helps bring the clothing to life in a unique and unexpected way. A way you know Guy Ritchie is taking to the bank to finally produce the second coming of Lock, Stock, and Two Smoking Barrels. Now that’s a line of clothing we really wouldn’t mind shopping.
For the full shoppable in-film experience, head over to tedbaker.com.
