Luxury fashion e-tailer MyTheresa is exclusively pre-launching a selection of the Valentino autumn/winter 2017 runway collection this week, a week before the collection’s official debut. And it’s promoting the launch with a dedicated shoppable music video shot in London.


The video features the song Species by Eliot Sumner and follows different protagonists, dressed in the collection, out in the streets of London, “creating an urban feel as they interact with the city.”

The retailer said that diversity is the most important topic of the song, but also reflects the various characters in the video.

The project was directed by Joanna Nordahl, a Swedish film director based in both Stockholm and London who has earned an international reputation for her videos, short films, documentaries and commercials, as well as contemporary performance pieces.

Cinematography by David Wright