Burberry streams 3D fashion show
Forget those scantily clad Avatars - it was models decked in Burberry's latest womenswear collection dazzling in 3D during London Fashion Week, as the brand streamed its catwalk show live to events across the globe.
The Burberry Prorsum A/W 2010 show at the Chelsea College of Art & Design was attended by the likes of Anna Wintour and Mario Testino, but 3D technology and real-time streaming meant guests at private locations in New York, LA, Paris, Tokyo, and Dubai also got an experience akin to front row seats.
Before we even got wind of Avatar, we've known that 3D was the future and, at this year's Consumer Electronics Show, all the big players - from Panasonic to Sony - were locked in battle to produce a TV with the best 3D picture quality. But Burberry is the first of the fashion pack to blaze ahead with the technology.
Chief Creative Officer, Christopher Bailey - who custom designed the private screening rooms - announced his plans for the show via a YouTube message. The brand teamed up with Sky Television, using its 3D technology for the project, which also featured pre-show entertainment hosted from behind the scenes and on the red carpet.
Those without private-screening room invitations could watch the show live in 2D at live.burberry.com and on global online news sites, as well as comment on the show in real-time, using their Facebook and Twitter accounts. And, instead of the usual six-month wait, the 'Burberry Cadet Girls Collection' - a military parade of naval reefer jackets and sheepskin aviator coats with zipped detailing - is already available on Burberry.com.
The British fashion brand might be over 150 years old, but it proved itself at the forefront of catwalk technological innovation.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Malaika Byng is an editor, writer and consultant covering everything from architecture, design and ecology to art and craft. She was online editor for Wallpaper* magazine for three years and more recently editor of Crafts magazine, until she decided to go freelance in 2022. Based in London, she now writes for the Financial Times, Metropolis, Kinfolk and The Plant, among others.
-
Complex and stimulating, Federico Stefanovich's industrial designs act like a bridge between culture and economics
In a rapidly changing world, the route designers take to discover their calling is increasingly circuitous. Here Federico Stefanovich tells us about his increasing desire to find his own path
By Hugo Macdonald Published
-
Amelia Stevens' playful, minimalist design 'is geared towards beauty as a function of longevity'
In a rapidly changing world, the route designers take to discover their calling is increasingly circuitous. Here we speak to Amelia Stevens about the multi-disciplinary joy of design
By Hugo Macdonald Published
-
Design practice Astraeus Clarke is inspired by cinema to tell a story and evoke an emotion
In a rapidly changing world, the route designers take to discover their calling is increasingly circuitous. Here we speak to Chelsie and Jacob Starley the creative duo behind Astraeus Clarke
By Hugo Macdonald Published
-
London Fashion Week A/W 2021: the future of post-pandemic dressing
London Fashion Week's first digial only-offering imagined a wardrobe for life after lockdown, by brands including Burberry, Simone Rocha and Priya Ahluwalia
By Laura Hawkins Last updated
-
Optimism and pragmatism align at London Fashion Week S/S 2021
In a socially-distanced show season different to any other, LFW's designers offered images of hope, escapism and utilitarianism
By Laura Hawkins Published
-
A decade of fashion show history in pictures
British photographer Jason Lloyd Evans shares his favourite backstage images, from the runway shows of Dolce & Gabbana, Chanel, Armani, Proenza Schouler, Versace and more
By Jason Lloyd-Evans - Photography Last updated
-
Burberry A/W 2020 London Fashion Week Women's
By Laura Hawkins Last updated
-
Burberry S/S 2020 London Fashion Week Women's
By Laura Hawkins Last updated
-
Burberry A/W 2019 London Fashion Week Women's
By Laura Hawkins Last updated
-
Palmer//Harding London Fashion Week Women's S/S 2019
By Laura Hawkins Last updated
-
Burberry London Fashion Week Women's S/S 2019
Riccardo Tisci presents a triumphant and archive-exploring debut for the British heritage brand
By Laura Hawkins Last updated