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.
Guests watch the show wearing 3D glasses
Guests watch the show wearing 3D glasses
Burberry’s A/W 2010 show
Burberry’s A/W 2010 show
Burberry’s A/W 2010 show
-
The Wallpaper* guide to party dressing with abandonDecadent get-ups to let your sartorial hair down this festive season, ready for a month-long marathon of hedonism and indulgence
-
C-Next Designers Europe hosted by Cosentino is forging the future of the interior design industry220 interior design professionals from 30 countries attended the invite-only event in Almeria for two days of factory tours, workshops and panel discussions
-
Jaguar reveals its new graphic identity ahead of a long-awaited total brand rebootJaguar’s new ethos is Exuberant Modernism, encapsulated by a new visual language that draws on fine art, fashion and architecture
-
London Fashion Week A/W 2021: the future of post-pandemic dressingLondon Fashion Week's first digial only-offering imagined a wardrobe for life after lockdown, by brands including Burberry, Simone Rocha and Priya Ahluwalia
-
Optimism and pragmatism align at London Fashion Week S/S 2021In a socially-distanced show season different to any other, LFW's designers offered images of hope, escapism and utilitarianism
-
A decade of fashion show history in picturesBritish photographer Jason Lloyd Evans shares his favourite backstage images, from the runway shows of Dolce & Gabbana, Chanel, Armani, Proenza Schouler, Versace and more
-
Burberry A/W 2020 London Fashion Week Women's -
Burberry S/S 2020 London Fashion Week Women's -
Burberry A/W 2019 London Fashion Week Women's -
Palmer//Harding London Fashion Week Women's S/S 2019 -
Burberry London Fashion Week Women's S/S 2019Riccardo Tisci presents a triumphant and archive-exploring debut for the British heritage brand
