To celebrate the arrival of Burberry’s FW21 collection, FARFETCH partnered with Burberry, DressX and Threedium, to bring the collection’s expertly crafted outerwear to four nomadic creatives in their far-flung places of escape.
The campaign features 4 remote shoots, with the outerwear digitally applied to the images using cutting-edge AR technology developed by DressX, to create photo-real digital clothing.
Accompanying the campaign and launch events, we created a zine to showcase the nomadic stories and invite readers to preview the new collection in 3D, powered by Threedium.
The technology developed by DressX facilitates more sustainable campaigns, avoiding unnecessary production and shipments. All the CO2 emitted during the digital production was offset as a part of DressX's commitment to responsible and sustainable operations.
Threedium's 3D and AR engine provided an innovative and immersive experience. The 3D viewer and AR features enabled us to display Burberry’s iconic gabardine fabric, which had been reimagined with new weights and technical specifications, in a realistic and captivating way.
The 3D viewer offered a multi-channel experience, leveraged offline within the zine, and online across FARFETCH.com and social platforms.
