Burberry goes 3D at LFW

The release of Avatar last year saw the whole world go gaga for 3D, and now it looks as if the phenomenon is set to make the tranisition from film to fashion. British fashion label Burberry will make history this year by broadcasting their London Fashion Week show live in 3D.

The 150-year-old brand this morning announced plans to stream its upcoming London Fashion Week show during specially adapted events in Paris, Dubai, Tokyo and Los Angeles. The live stream will include pre-show behind the scenes coverage and backstage footage, as well as red carpet arrivals.


"We are very excited to announce that we are hosting the first ever truly global fashion show,” Christopher Bailey, Burberry’s chief creative officer, told WWD. “This unprecedented event will enable people to experience the energy and atmosphere of this event 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," he added.


Thanks to their innovative business acumen Burberry has continued to defy the recession. Following the launch of the advertising campaign starring Harry Potter star Emma Watson, 19, sales soared to £380 million in the final three months of last year.

The upcoming Prorsum Autumn/Winter 2010 collection debuts at the Chelsea College of Art on 23 February. If you’re not lucky enough to catch the 3D show live, you can still watch all the action at www.burberry.com, but you’ll have to settle for traditional 2D I'm afraid. C'est la vie.