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August 29 2014

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Watch Sky Ferreira’s New Shoppable Video for “I Blame Myself”

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skyvideo
In case there was any doubt that the worlds of music and fashion are becoming increasingly intertwined, Sky Ferreira’s latest video offers more proof. Created by the online retailer SSENSE and System magazine, the visual clip for “I Blame Myself”—a slow-burning, diaristic pop standout from Ferreira’s debut album, Night Time, My Time—is a new breed of music video that allows viewers to shop the clothing worn by the artist. The first entry in this series was Iggy Azalea’s 2012 video for “I Think She Ready.” But while Azalea’s video featured somewhat distracting pop-up tags with links to items of clothing, SSENSE’s newest effort with Ferreira’s “I Blame Myself” is a smoother experience, directing viewers to a landing page where the clothing can be purchased.

Who better to be the champion of this new genre than Sky Ferreira? She’s a natural fit, considering she’s worked between the worlds of music and fashion as a singer and as a model for Saint Laurent, Forever 21, and Redken, among others. Fittingly, in the video she wears clothing from designers who often cite musicians as muses. Among them: Givenchy’s Riccardo Tisci, Balmain’s Olivier Rousteing, and, of course, Saint Laurent’s Hedi Slimane, who provided the bulk of her wardrobe, from the fashion house’s iconic metallic-dotted tights to a lips-emblazoned chiffon blouse which appeared on the runway for Spring 2014.

“It’s luxe, but it looks like anyone can wear it,” says Ferreira’s stylist Ian Bradley in a behind-the-scenes video, referencing a metallic Saint Laurent crop top.”[Sky's] willing to experiment and have fun with it,” Bradley adds. “No matter what she does, it always looks really cool. You want to be that girl.”

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Dept. of Culture