British fashion house Burberry unveiled its Autumn/Winter 2010/2011 collection yesterday in London. It is the first fashion company to broadcast a live show across the globe simultaneously in 3D.
Burberry's CEO Angela Ahrendts said it was important to have the show in London.
[Angela Ahrendts, CEO, Burberry]:
"It's magical having it in London. We're a British brand and we'd like to think one of the greatest British luxury brands to date so we're at home having it here."
Fans from all over the world were excited to watch the event.
[Maliha Tabari, Burberry Fan]:
"The show tonight with the 3D is something unreal that's going to be so exciting because it's live. It's live and it's going to be shown internationally in Dubai, Paris, Tokyo and London so can't wait to put on the show and see an actual runway live in a ballroom."
[Stephen Colb, Executive Director of the Council of Fashion Designers of America]:
"I'm excited. It's like the Avatar of fashion and a good example of how our industry continues to evolve and connect to technology in how we present collections and how we do business."
In New York, the who's who of fashion came out to show their support for the brand and the groundbreaking technology.
In Dubai, a glamorous crowd gathered in a stunning ballroom to see 3D and fashion merge.
[Nina Trojanovic, Burberry Fan]:
"I'm so excited to be here. I've been waiting for this day since I heard about it. This is actually the first time in Dubai we've had a live stream fashion show; we've never seen anything like this before so it's amazing."
In Tokyo, fans were treated to a late-night fashion show with people dancing in a club and drinking cocktails, as they waited for the spectacular event to unfold.
Burberry's Autumn/Winter 2010/2011 Prorsum womenswear show was broadcasted to custom screening sites in Paris, Dubai, New York, Los Angeles and Tokyo.