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From threads to pixels, online retailer offers digital luxury


Montreal-based Ssense is celebrating its 10th anniversary, and in that decade it has grown to be one of the world's leading luxury e-retailers. 

Ssense sells cutting-edge fashion by the world's top designers.

But increasingly, the site offers more than just shopping.

Ssense also collaborates with musicans, designers and artists. 

"Most of the players in the industry, they just want to sell," says Lionel Pardin, VP of Global Marketing for Ssense.

Pardin says the front page of the site looks more like a fashion magazine than an online retailer because, "we prefer to make our own media."

Pardin says the philosophy of the company is to integrate fashion with art, architecture and music. 

"We are looking for links between all those different domains and fashion is a part of that."

Ssense features interviews with designers (check out this recent entry about Montrealer Rad Hourani) and collaborates with musicians around the worlds to create its own playlist

The site even recently launched a shoppable music video. "During a music video, sometimes you see the artist you like and of course you look at what he's wearing," says Pardin.

While the video is playing, viewers can click on an outfit the musician is wearing to be taken to the page where the clothing can be purchased.

Pardin says this is just a sign of what's to come for the site and for online shopping. "The sky is the limit. A lot of amazing things will be done in the next two, three years."    
Listen to Lionel Pardin's interview with Cinq à Six host Jeanette Kelly:

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