Every once in a blue moon, something truly spectacular and amazing comes into your life that changes everything. You sit and reflect on your large mahogany leather bound chair and think to yourself, "where has this been all my life!?". For many that is finding love, for some it's a new baby and for others it's discovering that you can add straight to basket when watching WIREWAX shoppable video.

Amazing, right? I know. We think so too. This is utterly life changing, things will never be the same.

Muga lux cashmere brand, Ivory Row, are the first to come onboard to make their video truly shoppable with the world's first add-to-cart shoppable video. Whilst watching this breathtaking video featuring prima ballerina, Mary Helen Bowers of Ballet Beautiful, you can click (or touch) the small black crosshairs that appear on products available to buy.

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Upon click, the overlay glides onto screen where you can scroll through product images, select desired size, add the lavish cashmere goodies items straight into your cart. Simple as that. You can keep watching and adding - satisfying your every lavish cashmere desire.

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This campaign is even more near and dear to our hearts, as we brought together our very good friends in NYC - Maul Media - and our other bezzy mates at Ivory Row to help create this superior masterpiece, from conception through implementation. Maul Media crafted this beautiful video with shopability in mind. Creating this stunning visual treat that was optimal for you - the viewer!

We have a serious case of the warm fuzzies and are very thrilled to have Ivory Row as the first user of this ground-breaking feature in shoppable video. It's already gaining lots of respect from the fashion world and there's a feverish buzz amongst the industry as this really does change everything. Vogue - only the most highly regarded fashion magazine in the world - have even chosen to pen some words about it! We can't wait to see what's to come.