Summary by: FT Staff
Date Published: February 24, 2010
Though fashion houses were going to stream their shows during London Fashion Week, Burberry took advantage of another technology that's become a major trend with films lately: 3D.
In collaboration with Sky, the show was streamed to several locations with custom-designed spaces such as New York, LA, Dubai, Paris and Tokyo where invited guests were given 3D glasses to view the collection. In London, the audience, which included Kate Hudson, Kristen Stewart, Claire Danes and Mary-Kate Olsen, were treated to the usual class and sophistication that come with a Burberry show.
Also streamed online in 2D, users could instantly purchase items as they came down the runway.
The label's Chief Creative Officer Christopher Bailey was quoted by Daily Mail as saying, "3D technology will bring our global audience into the London show space allowing them to see the colors and fabrics, to hear the music and to be a part of that moment when it all finally comes together."
A special message from designer Bailey can be seen here.
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