Burberry in 3D

Burberry in 3D

With 3D becoming the next form of technology to dominate the entertainment industry, fashion is now no longer a stranger to imitation front row. Burberry will be live streaming their Autumn Winter 2010/11 show at selected private events in New York, Paris, Dubai, Tokyo and Los Angeles, allowing a global audience to feel that they have a front row seat.

"We are very excited to announce that we are hosting the first ever truly global fashion show. This unprecedented event will enable people to experience the energy and atmosphere of this event from around the world." Christopher Bailey, Creative Officer at Burberry.

I had contemplated this a few times - whether an online fashion show can be 3D - but it seems to have been done a little half-assed for the consumer. Who will be invited to the private 3D showings? The people who would normally be invited to the show but they live abroad and so can't go. So ok, they're using technology, but it's not really benefiting possible clients is it? Will they continue to live stream the show online?

I have a feeling the technology involved is going to have the same success as Alexander McQueen's show - malfunction.

To celebrate the 3D launch, Burberry will be retailing key pieces from the spring/summer 2010 collection on BURBERRY.COM - including the gold sequinned dress first worn by Burberry muse Emma Watson in the front row of the show - as a limited edition collection. The black plaited leather belt and platform knotted sandals she wore with the dress will also be available.

The show, which will take place on February 23 at The Chelsea College of Art in London, will be beamed to custom-built screening spaces designed by Bailey in association with Sky TV.


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