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The British Fashion Council focuses on content innovation with new digital partnership

ETX Daily Up
Digital Domain worked on effects for the video for KENZO World

The British Fashion Council (BFC) has joined forces with the immersive content studio Digital Domain to focus on interactive experiences.

The studio's expertise lies in virtual, mixed, augmented realities and technology, and it has provided visual effects for movies such as "Titanic," "Spider-Man: Homecoming" and "Beauty and the Beast," in addition to high-profile commercials, including the zany 2016 Spike Jonze-directed 'Kenzo World' fragrance video campaign. The company's capacities include offering hot spot technology that allows viewers to interact with the shows, designers, and products, creating an immersive and interactive environment. BFC events such as London Fashion Week, London Fashion Week Men's, The Fashion Awards could all be set to benefit from this new partnership, with Digital Domain's expertise helping them engage with fashion fans around the world.

"The British Fashion Council has a strong legacy of being at the center of innovation, and we are committed to continue pushing the quality of our content," said Caroline Rush, Chief Executive, British Fashion Council in a statement. "Working with Digital Domain will allow us to do so and will give our designers an exciting platform to reach their fans around the world in a new engaging and interactive way."

In focusing on innovative content creation, the BFC is proving itself to be part of a wider shift within the fashion and beauty industries towards eye-catching digital communications methods. From the growth of augmented reality technology to apps that allow shoppers to purchase pieces live from the runway -- as in Tommy Hilfiger's shows -- quirky approaches to digital content have never been more on trend. Recent examples include eBay, which debuted its ‘My Fashion Week' campaign consisting of shoppable street style illustrations using image recognition technology in September, while earlier this week makeup artist Pat McGrath unveiled a partnership with Spotify that will allow her to sell beauty products on the music sharing platform. Meanwhile, augmented and virtual reality technologies have become a huge marketing tool for the beauty industry, with brands such as Lancome, Estée Lauder and L'Oreal teaming up with developers to offer customers an immersive online experience with the option of in-app purchases.