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Burberry goes live in London

posted 22 Feb 2011, 12:32 by Mpelembe   [ updated 22 Feb 2011, 12:34 ]
Kate Bosworth and Rachel Bilson amongst the front row celebrities at Burberry, as the British label streams its catwalk show live
REUTERS / BURBERRY - Burberry's Creative Director Christopher Bailey might have gone back to the swinging Sixties as inspiration for his Autumn/Winter collection, but turned to very much current day media technology to deliver the show.

Burberry became the first fashion house to stream its catwalk live, shown in real time on a giant screen in Piccadilly Circus for London Fashion Week.

Last year it was the first fashion label to show its collection in 3D.

Influential U.S. Vogue Editor Anna Wintour said Bailey was on to something with his technology minded approach.

U.S. Vogue Editor Anna Wintour saying:

"I think it's inevitable. We're all looking at that, we're all streaming everything live, we're all covering everything instantly online and Christopher's at the forefront to him so kudos to him."

The show attracted celebrities Rachel Bilson, Chinese actress Maggie Cheung, the wife of British Prime Minister David Cameron Samantha Cameron, and The Kills lead singer Jamie Hince, who arrived without fiancé Kate Moss.

Actress Kate Bosworth wore a leather skirt weighed down with studs and rivets which she admitted was a little trying to wear.

Kate Bosworth, saying:

"It's like having some weights on you. This is a sample. I think when they reproduced it, they made the spikes hollow, it really is like wearing chainmail, it's a bit of an effort."

Bailey sent models down the catwalk in "Coats of Many Colours", with matching handbags, after seeing a Burberry ad campaign from the 1960s featuring then It Girl and British model Jean Shrimpton.

Trousers were skinny with slight flares and teamed with short cropped jackets that were belted at the waist.

Bailey paid tribute to the unpredictable British weather with his finale, unveiling cascading snow on the catwalk as the models wore clear PVC raincoats.

Cindy Martin, Reuters