Chances are, you're familiar with Farfetch, either because you're an avid follower of what's new and revolutionary in the e-commerce space, or because you're a hopeless shopping addict who's constantly scouring the groundbreaking site for the coolest, hardest-to-find fashion from edgy boutiques all around the globe--150,000 products (from 2000+ labels) from over 250 global designer boutiques, to be exact. That's a lot. So Farfetch threw its second annual SUPERSTORE (yes, all caps required) contest to narrow down the "world's best boutique."
The victor for 2013? Le Mill in Wadi Bunder, Mumbai, India. Founded in March 2011 in a former rice mill, the cutting edge lifestyle boutique offers fashion, accessories, and home décor, while also multi-tasking as a bookstore, café, and florist shop. The fashion vet owners have an eye for what's cool--and what's about to be cool, offering international labels like The Row and Isabel Marant, but also supporting the local fashion scene by carrying Indian designers, including Sabyasachi and Pero.
In honor of Le Mill, and to celebrate the rich culture of its home country, Farfetch put together a fashion-meets-Bollywood video. Along with a crime-fighting hero and heroine, evil nemeses, and awesome flying-through-the-air, karate kick sequences straight out of Alias, everyone is outfitted in killer clothes and accessories that are shoppable via Farfetch. And just in case you're too distracted by the well-choreographed fight scenes to notice the labels, the film-makers made it easy for you—pointing out when pieces from Alexander McQueen, Preen, MSGM, and Mary Katrantzou hit the screen. It's not only fun to watch, but pretty cool tech-wise, and likely a sign of more video content with a shoppable component to come from e-commerce sites.