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La Senza launches shoppable lookbook on Facebook

UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.

The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.

Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.

Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.

The accompanying soundtrack is Punching in a Dream by Naked and Famous.

It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here: