Creativity

Burberry Prorsum: F/W 2013 Smart Personalization

Personalization and more, direct from the runway.

Published on Feb 19, 2013

Editor's Pick

Burberry is always at the forefront of technological developments in fashion, and this year is no exception. For its autumn/winter 2013 runway collection, it's introducing "smart personalization" for its Burberry Prorsum bag and coat items. Customers can order custom-made outerwear and bags, with personalized engraved nameplates, straight from the runway via their smartphone. Once they have the item, they can unlock immersive video footage about its craftsmanship, via RFID technology within the item. Customers can also have their items enabled to trigger their content on large-scale mirrors that will turn instantly to screens at 121 Regent Street, the London flagship. Made to Order products will be available on Burberry.com for two weeks following the show, for delivery in nine weeks.

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About

Credits

Date
Feb 19, 2013
Client:
Burberry Prorsum

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