Australian label Sass & Bide is looking to make a huge splash with a cutting-edge, first-of-its kind ad campaign dubbed “Freetown.” Fronted by high-fashion favorite model Aline Weber and shot by Terry Gates, the digital campaign allows you to manually navigate the brand’s new collection with a full 360-degree view, zooming in and out to view product details and—if you like what you see—shop each item. The campaign “drops” you into Sass & Bide’s latest collection, and you can click on any piece to buy it.

“We wanted to create a concept that captured the spirit of the collection but also one that pushed boundaries in the digital space internationally. The format allows our customers to feel like they are in the room, interacting in the space, and that concept alone felt incredibly innovative,” says Sass & Bide’s Brand Director Sarah-Jane Clark. The groundbreaking concept is sure to catch on fast, and we bet other brands will be trying this more interactive form of online shopping in the future! Check it out for yourself at sassandbide.com.

Looking to shop? See 17 black-and-white pieces you’ll love in our gallery!

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