BFC goes digital and Burberry 3DTuesday, 09 February 2010
www.londonfashionweek.co.uk/digitalschedule is the URL for this new element of London Fashion Week, where a global audience will be able to view fashion shows live from the BFC show venue at Somerset House, as well as those of select designers who will live-stream their shows from other venues in London. The fashion films on the Digital Schedule will be presented by the designer, many in a newly dedicated Digital Space at Somerset House, whilst some will be premiered online.
British label Burberry will be at the forefront of the Digital Schedule, as the brand will stream its show in 3D to screens at parties in New York, Paris, Dubai, Tokyo and Los Angeles. Guests, wearing 3D glasses, will be able to see the texture of fabrics in great detail as if they were on the front row of the catwalk. This follows the global success of 3D film Avatar and Sky's decision to show weekly football matches in 3D across the capital.
Christopher Bailey, Burberry's chief creative officer, said: “We are very excited we are hosting the first ever truly global fashion show. This unprecedented event will enable people to experience the energy and atmosphere of this show from around the world. 3D technology will bring our global audience into the London show space allowing them to see the colours and fabrics, to hear the music and to be a part of that moment when it all finally comes together.”
London Fashion Week is the first of the leading four global fashion weeks to fully embrace digital media into its twice yearly showcase. All designers showing in the official show venue at London Fashion Week will have the opportunity to live stream their show, reaching a larger audience of both industry professionals and consumers. The BFC will be driving audiences to the Digital Schedule through e-marketing, Facebook and Twitter and are working with the digital arm of brand communication agency Starworks to provide their new service to mix selected expert commentaries on the shows.
Image: Burberry SS10 campaign