While the summer feels like it’s barely began, the fashion world’s already turning to what autumn will bring.
Many of the major fashion houses have released tantalising glimpses of their campaigns for Autumn / Winter 2010, and if first impressions are anything to go by, this coming season will be one of the most eclectic in recent memory.
In one corner, we have Louis Vuitton going back to the Fifties. Nipped-in waists and haughty demeanours are the order of the day, modelled by Christy Turlington, Karen Elson and Natalia Vodianova, proving that the new Vuitton look will be truly ageless.
In the other, we have Donna Karan’s dark vision for urban glam, modelled by girl-of-the-moment, Karlie Kloss. Sleek and glossy, the Donna Karan campaign message is corporate girl gone bad. Replace Donna’s usual grown-up chic with acres of black and sky-high ankle boots, and you have a whole new way of looking at an American icon.
But British label Burberry wins the prize for most daring use of innovation. Not content with streaming last season’s catwalk show in 3D live on the internet, this coming campaign sees Burberry breaking all the rules.
Available to view on www.burberry.com from July, and starring Rosie Huntington-Whiteley, Nina Porter and Sam Rollinson, Burberry’s newest campaign will be fully interactive. The image, rather than staying as a flat static, will be a moveable feast. With one click of your mouse, you will be able to move the models across the screen, pause images, even rotating them around to get a look at the clothes from every angle.
More than a gimmick, Burberry’s blue-sky thinking will transform how the fashion industry sees the future role of the campaign. The potential of this development is huge, as it serves a dual purpose; not only getting attention for the label in a highly competitive arena, but more importantly, showcasing the clothes to their best advantage.
As fashion increasingly moves to the virtual world, Burberry’s big idea has already ensured that it is without a shadow of a doubt, the campaign of the season.

Sources:
www.burberry.com
www.vogue.co.uk/news
www.modelinia.com/blog