Pick a jacket based on your mood
Brands are becoming increasingly aware of the divide between e-commerce and physical retail, and new online-only womenswear label Finery is no exception. To reintroduce some of the intrigue and intuition that that can be lost when browsing moves from physical pieces to JPEGs, the London-based brand have created In The Mood For, a sort of virtual card game.    

Customers are presented with a series of images – of marble sculptures, greyed-out brutalist buildings and grainy photos of vintage cars – and the ones that best match their mood are chosen before being analysed and matched with some of the brand’s products from their A/W15 collection.  

Finery are joining a growing number of people aiming to put emotion back into online spaces, including the creators of Lazy Pen – a device that allows you to type with your own handwriting.