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REWIND and Three's World-First Mixed Reality Catwalk Debuts at London Fashion Week

20/02/2019
Creative Production Studio
St Albans, United Kingdom
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CSM MA fashion show receives a turbo-boost with Magic Leap technology and mixed reality content

Three’s 5G network debuted at London Fashion Week to fuel the world’s first 5G mixed reality catwalk.

REWIND’s task was to bring to life the opening collection of the hotly anticipated CSM MA fashion show, created by upcoming designer, Gerrit Jacob. Gerrit’s eclectic and colourful interpretations, drawn from the '80s gaming arcades and fairgrounds scene, were given a turbo-boost with Magic Leap technology and mixed reality content. 

Mixed reality has the power to inject a little bit of magic into the real world and it never fails to delight and amaze. It was the perfect medium to use to augment the catwalk and further enhance the collection and Gerrit's story. Three’s 5G removed limitations and allowed REWIND to deliver a next-gen immersive experience which created a wow moment during London Fashion Week. 

On the night of the show, Lennon Gallagher modelled and the front row included Vogue’s editor-in-chief Edward Enninful, fashion portrait photographer Rankin, Natalie Dormer, Jordan Dunn, Toby Huntington-Whiteley, and Susie Bubble. 

The mixed reality show was a first glimpse into how 5G will transform the future of fashion and how the fashion elite could view collections with increased creativity on the catwalk, as they are brought into the mind of the designer. 5G delivers the speed and processing power that allows tech like Magic Leap to be optimised, rendering incredibly complex and responsive holographic animations in real time.

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