Monday, 8 February 2010

Fashion Weeks: Christopher Bailey at Burberry Takes a Lead

Further to what I wrote yesterday (read it here) about the way fashion weeks are changing, it was interesting to receive this press announcement from Burberry on exactly the same theme. Surely this is the way forward … The question is, will it change how we perceive and consume fashion?

"We are very excited to announce that we are hosting the first ever truly global fashion show. We will be simultaneously live streaming our show using 3D technology directly to New York, Paris, Dubai, Tokyo and LA. 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."
Christopher Bailey, Chief Creative Officer

Burberry to live stream womenswear show globally in 3D

Burberry is to live stream its upcoming Autumn Winter 2010/11 womenswear show in 3D to events in New York, Paris, Dubai, Tokyo and Los Angeles

The Autumn Winter 2010/11 womenswear show will take place at The Chelsea College of Art in London at 4PM on 23 February 2010, during London Fashion Week

The private 3D events will receive live stream from London to custom screening spaces designed by Burberry Chief Creative Officer, Christopher Bailey

Burberry will be partnering with broadcaster Sky television on production using its innovative 3D technology

Pre-show entertainment hosted from behind the scenes, backstage and red carpet in London

NEW YORK 3D live streaming event at Skylight studios

PARIS 3D live streaming event hosted with concept store, colette

DUBAI 3D live streaming event at The Address

TOKYO 3D live streaming to La Fabrique for ''Burberry Night''

LOS ANGELES* 3D streaming event hosted by Tina Brown, editor of The Daily Beast

Burberry is the first brand to broadcast live simultaneous events in 3D worldwide

Burberry will also live stream its show in 2D at where viewers can watch and comment on the show in real time using their Facebook and Twitter accounts

Burberry, which is headquartered in London and a member of the FTSE100, was founded in 1856

* All events will be taking place simultaneously in real time, with the exception of the Los Angeles event which will have a delay due to time zone.


  1. Dear Mr. McDowell

    I do love new approaches in fashion presentation, but I can't help but be cynical about overproduced and hyped shows.

    The packaging seems to matter more than the content.


  2. If one can see the collections live on a screen, somewhere suitably convenient, what's to be gained from hosting such extravagant, costly shows? I guess it's the atmosphere - that electric buzz of lights, music, models and glamour... Hence, this latest exercise seems to be about creating even more opportunities for the fashion/celebrity pack to congregate and observe the proceedings from afar. Any excuse for a party!