London Fashion Week 2025 witnessed a bold and innovative departure from traditional runway presentations. Burberry, a brand synonymous with heritage and reinvention, eschewed the conventional catwalk in favour of an immersive, augmented reality (AR) experience to unveil its Summer 2024 collection. This groundbreaking approach, centred around a captivating narrative featuring two models – one of whom was the iconic Naomi Campbell – redefined the boundaries of fashion show storytelling and cemented Burberry's position at the forefront of technological innovation within the industry. The show, far from a simple display of clothing, became a cinematic, interactive experience, blurring the lines between reality and the digital world.
The central narrative, cleverly woven into the AR experience, revolved around two models plotting a playful "heist" of the Burberry flagship store on Regent Street. This playful storyline provided a unique framework to showcase the Summer 2024 collection, integrating the garments seamlessly into the unfolding drama. Instead of passively observing models walk a runway, the audience became active participants, using their smartphones to engage with the AR elements and follow the models’ virtual journey. The AR app, developed specifically for this event, allowed viewers to see the models navigate the virtual streets of London, leading up to their "attempt" to infiltrate the iconic store. This engaging format transformed the traditional passive viewing experience into an active, interactive narrative, making the fashion show a memorable and unique event.
The use of AR wasn't merely a gimmick; it was intricately woven into the presentation of the Burberry Summer 2024 collection. Each garment was showcased within the context of the narrative, highlighting the collection's key pieces and their stylistic details. As the models virtually “moved” through the digital London streets, close-ups of the clothing allowed viewers to appreciate the meticulous craftsmanship, vibrant colours, and innovative designs. The intricate details, often overlooked in a traditional runway show, were brought to the forefront through the AR experience, enriching the audience's understanding and appreciation of the collection. The playful narrative, combined with the detailed showcasing of the clothing, created a cohesive and memorable experience that transcended the limitations of a traditional fashion show.
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