British fashion brand Ted Baker debuts Guy Ritchie-directed 'shoppable film'

British designer fashion brand Ted Baker has unveiled a new James Bond-style film, directed by Guy Ritchie, as part of its fall advertising campaign.

The-three minute clip, titled "Mission Impeccable," centers around a secret agency, T.E.D., on a mission to capture a villain dubbed "The Needle," who has stolen the company's new fabrics. As a result of the theft, "the fate of fashion hangs by a thread" (via WWD).

The "shoppable film" allows viewers to interact with the brand's autumn/winter 2016 collection in further detail as they take on their own mission in league with the tagline "Spy it. Click it. Buy it".

Billed as the company's first fashion experience that is being powered by Google App's voice search, viewers can click on what the actors are wearing in the film to place items into a vault, from which they can then purchase, with everything featured in the movie available via Nordstrom, the brand's exclusive North American partner, as well as Selfridges and the Ted Baker site.