In an awesome tech-savvy move, Mary Kate & Ashley Olsen have simultaneously acknowledged their nonpareil collection and embraced the outsiders who’ll never make it into one of the nine-hundred-and-something seats at MBFW. How exactly are they doing this?

This year, they’re producing a click-to-buy runway video whereby people can admire, click and purchase at will.  “We’ve always believed in the power of video to communicate a brand’s message,” Ashley explained. “A few years ago we created a short film to introduce our first holiday collection and it has close to a million views on YouTube. We like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.” Mary-Kate elaborated: “Women today are so busy; we want to make the shopping experience seamless and easy for them.” More at the source. xo heather

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