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ELLE Canada, Canada’s fashion and beauty authority, published by TC Media, announced a Canadian publishing first with the launch of an integrated Shoppable Video program this week. Partnering with Hudson’s Bay for the inaugural branded content program, this ELLE Canada curated, high-production-value Shoppable Video series allows readers to click-the-videos-to-buy and instantly purchase the top fall fashion looks and accessories, exclusively from Hudson’s Bay.

“We are fully embracing this exciting evolution in shopping,” says ELLE Canada Editor-In-Chief Noreen Flanagan. “ELLE Canada has always been the brand readers turn to for recommendations on what to buy – particularly when it comes to fall fashion trends. We’re simply taking this expertise to the next level and showcasing our favourite picks in an engaging video format that ties together our multi-platform brand while making it fun and simple for readers to shop the looks.”

There are three easy ways to access the #ShopYourMood videos:

i. On the website: Visit ellecanada.com/shopyourmood

ii. On the iPad edition

iii. In the magazine: Download the free viewa app from iTunes or Google Play and then scan the page to watch the videos. *iPhone users will also require the free wireWAX app.

The five-part video series was directed by Arkan Zakharov and styled by Juliana Schiavinatto and stars top Canadian model Pamela Bernier. Each video has a distinct fashion look from Hudson’s Bay that is themed around a mood: Happy, Romantic, Powerful, Relaxed and Rebellious. The music soundtrack is by indie artists Elliphant, Until the Ribbon Breaks, Erik Hassle and Bob Moses. Readers are encouraged to share their looks and moods via social media with the hashtag #ShopYourMood.

“Ensuring a positive shopping experience, whether it is in-store or online, is a top priority for Hudson’s Bay,” comments Michael Crotty, EVP, Chief Marketing Officer Hudson’s Bay Company. “Enhancing our customers’ digital experience specifically, demands constant evolution and innovation. These shoppable videos are just one example of how Hudson’s Bay is engaging new media to deliver a positive, easy and dynamic online experience for our customers.”

The five #ShopYourMood videos are part of an extensive branded content advertising and promotional campaign between ELLE Canada and Hudson’s Bay that includes executions across multiple platforms including Print, Tablet, Digital, Mobileand Social Media. The campaign will be supported promotionally with a contest featured in the September issue of ELLE Canada where one lucky reader will win a $5,000 shopping spree at Hudson’s Bay or at thebay.com. In addition, on September 6, Hudson’s Bay will be hosting an in-store trend event in Calgary with ELLE Canada & ELLE Québec Fashion & Market Editor Anthony Mitropoulos, as well as promoting the videos in-store and online.

“Creating compelling, stylish and service-driven content for our readers is a must. And, developing smart and measurable branded content advertising opportunities for our clients is critical,” said Jacqueline Loch, Vice-President & Group Publisher. “This project is indicative of the innovative thinking happening at TC Media and I congratulate the teams at ELLE Canada and Hudson’s Bay for being the first Canadian brands to bring this new shopping experience to market.”

To coincide with the launch of Shoppable Videos this month, TC Media has developed yet another innovative first as we replace some of our traditional banner and sidebar ads with in-line full-screen responsive ad units. Responsive design techniques are being applied to online advertising to create a more engaging ad experience for the user. As readers scroll down the webpages of ELLE Canada, an advertisement will appear and adjust to fill the entire screen. Readers then have the option to continue scrolling down to access the remainder of the page, or click on the ad for additional information.