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.
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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.
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