One of the catwalks which summarised this season's major trends nicely for me was Burberry Prorsum. When I saw that lovely, candy shop palette coming down the runway, I knew I'd be working all my outfits around the genius of Christopher Bailey. It seems that yet again he's shaping the future of fashion with the concept of interactive (aka 3D) advertising.
He said:
"This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions. Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.”
Since the blockbuster phenomenon that was Avatar, 3D has become the new 'big thing' with major films bringing out 3D versions alongside the original 2D's, and televisions being programmed as 3D friendly (the only issue I have with this is that I don't quite see families sat around the telly watching Corrie in their 3D specs). It now seems that 3D is branching out to the fashion industry. I seriously lack in any technological understanding, so to me it all seems quite confusing, but the point seems to be that “users will be able to select and control the view and perspective of the campaign, cast and products. Motion responsive images and video can be clicked, rotated, paused and dragged 180 degrees". There was something like this done by Grazia, when they created their interactive issue of the magazine featuring Florence Welch. I personally don't find all this kind of stuff that exciting. I like to just watch ads, not fuss about pausing and rotating them, but like I said I'm technologically limited.
However, 3D campaigns aside, it's nice just to have a look behind the scenes at the shooting of the campaigns. Check out the cast! I love how the Burberry campaigns have such a home-grown, organic, British feel to them. The only thing that every Burberry Prorsum show makes me wonder, is how the hell do the hairstylists make lack-lustre hair look so good? I feel my fine, flimsy hair should carry the Burberry careless-hair look well, but it just doesn't work out.
However, 3D campaigns aside, it's nice just to have a look behind the scenes at the shooting of the campaigns. Check out the cast! I love how the Burberry campaigns have such a home-grown, organic, British feel to them. The only thing that every Burberry Prorsum show makes me wonder, is how the hell do the hairstylists make lack-lustre hair look so good? I feel my fine, flimsy hair should carry the Burberry careless-hair look well, but it just doesn't work out.
What do you think about interactive advertising? Do you like it?
Quote and videos via Grazia Daily
