Burberry in 3D
Burberry will create fashion history later this month (February) by globally streaming its fall/winter 2010/2011, womenswear catwalk show, live from London Fashion Week in 3D. It will, “enable people to experience the energy and atmosphere of this event from around the world,” said Burberry’s chief creative officer, Christopher Bailey. “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.’’
The catwalk show, to be held at The Chelsea College of Art, on the afternoon of February 23rd, will simultaneously be streamed directly to invitation-only, custom screening sites, designed by Bailey, and fully-equipped with 3D goggles, in New York, Paris, Dubai, Tokyo and Los Angeles.
Burberry is teaming up with SKY Television to utilise its 3D technology for the innovative project, which will include pre-show entertainment hosted from behind the scenes, backstage footage and red carpet arrivals.
Burberry will also live stream its show in 2D at http://live.burberry.com , where viewers can watch and comment on the show in real time using their Facebook and Twitter accounts.
(from telegraph.co.uk)
Prada Fall/Winter 2010 fashion show live online
If the first few weeks of the new decade are anything to go by, it appears the Internet will be playing an increasingly important role in the future of the catwalk show.
Until recently, exclusivity was the word of the day at most fashion house’s catwalk events, with invitations typically reserved for those in the know and with clout. And beefed-up security made sure that if your name was not down, you weren’t coming in.
Nowadays it seems the total opposite is occurring. More and more creative directors are using digital channels to get their latest creations directly in the hands of fashion fans, bloggers and anyone else with an interest. This Saturday both Emporio Armani and Burberry Prorsum ran their shows live on the internet. Burberry also opened the show to blogging and comments via Twitter.
Earlier last week Dolce&Gabbana posted a preview of their collection on their website. They also ran a live backstage video on screens on either side of the runway, as well as projecting scenes from the movie “Baaria” by Italian director Giuseppe Tornatore onto a huge screen, underlining the Sicilian theme of the collection. All of this content was of course made available on their website as well.
And it made little difference if you did not receive an invite to Prada’s Fall/Winter 2010 menswear show, as the entire thing was streamed live via their website last night. Miuccia Prada’s show included a film by video artist Yang Fudong, which is also viewable online.
We’ll be keeping an eye out for how fashion brands are using digital channels to evolve their catwalk shows throughout the year. Keep checking for more details.
IHT Techno Luxury conference…updated
Following on from last week’s Techno Luxury article, stumbled across a great review on the event by Eurbanista and a very interesting summary by one of the speakers, Luxury Online.
IHG Techno Luxury conference
Last week some of the world’s leading fashion players descended on Berlin to attend International Herald Tribune’s Techno Luxury Conference. Attendees including Frida Giannini, Christopher Bailey, Natalie Massenet and Jefferson Hack met to discuss how advances in technology affect the way the luxury sector does business.
Ironically the event lacks a credible website, but read Jessica MIchault’s piece in the New York Times to find out more.
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