Burberry have been pushing the boundaries of digital media in fashion for some time now with Christopher Bailey at the helm (eg Burberry in 3D), but wednesday’s stunning live streamed show in Beijing has established the Burberry brand as a real innovator where the worlds of fashion, visual media and music collide. With a great live performance from the band Keane and some of China’s most current and stylish people in attendance, Bailey unveiled a multilayered piece of visual and auditory theatre.
On the runway, elaborate tricks with technology and visual effects, animations, and projections helped create an immersive and truely engaging show. Models appeared to disappear in clouds of smoke and magically change outfits before our eyes. You can watch the whole show from Beijing on live.burberry.com, but here are some highlights from the event:
Guests at the event, which took place at the Beijing Television Center on Wednesday, wore myriad of fabulous of Burberry trenches, here are some of the highlights off the runway:
On the day of the event Bailey said: ““I love the vehicle of technology. I love using it as a platform in which to communicate the ideas, the attitude, the spirit of the company. Sometimes as an industry, perhaps we think it is not a legitimate channel in which to speak to people. I just don’t really agree with it. Fashion is supposed to be about making things relevant. Yes, it is luxury. Yes, it is aspiration. Yes, it is supposed to be inspiring. But I think there is nothing more inspiring than talking digitally, because you can get attitude, you can get music, you can get sound, you can get video and movement. You can actually articulate so much of your brand using this medium.””