Ted Baker is moving into the digital age with a new autumn/winter push that includes the brand’s first ever shoppable film and a revamp of its in-store experience.

Dubbed “Mission Impeccable,” the campaign is based on the theme of espionage, a nod to the retailer’s British, James Bond-esque feel. It includes a shoppable film directed by Guy Ritchie as well as the first-ever fashion retail application of the Google App’s voice search.

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