Blog •
16/09/24
Last week, I had the opportunity to attend “Burberry: Our History Through Innovation” as part of Leeds Digital Festival 2024, and it’s safe to say it was one of the most engaging fashion-tech events I’ve attended this year.
The event celebrated Burberry’s legacy as a heritage brand, while also spotlighting how they continue to explore the future of fashion through digital innovation. From AI and AR to immersive runways and creative tech collaborations, it was a powerful reminder of just how quickly our industry is evolving.
Here are a few standout experiences that really caught my attention.
One of the first installations that stood out featured Amazon Bedrock, where Burberry had developed an AI model presented through Proto holographic screens. The AI could answer questions about the brand, its history, and even highlight key pieces from past and present collections. It was a brilliant example of how storytelling and tech can come together in a way that’s both interactive and informative.
Next up was the Zero10 AR screen, presented in collaboration with Verizon, which allowed visitors to try on some of Burberry’s iconic pieces virtually. The technology was responsive and seamless, and seeing how it could be integrated into a retail environment really made me think about how accessible virtual try-on could become—not just for marketing, but for reducing product returns and improving customer confidence.
Capgemini introduced an AI-powered photo booth that merged your face with historic Burberry styles from the 1920s to 1960s. The result? A playful but visually striking image that showed how fashion heritage and modern AI tools can combine to reimagine identity and style. It was a great reminder of how tech can support brand storytelling in a meaningful, memorable way.
Finally, Epam showcased a virtual Scottish runway experience that placed you right in the middle of an immersive fashion show environment. With hand-gesture controls and multiple viewpoints, it felt like a step forward for how we might experience catwalks in the future—accessible, atmospheric, and scalable.
Beyond the tech itself, what made the event special was the chance to catch up with friends and colleagues from the digital fashion space. Conversations flowed easily, and it’s always motivating to hear how others are integrating these tools in their own work—whether that’s through education, brand development, or sustainability.
This event reminded me why I’m so passionate about digital innovation in fashion. It’s not about replacing craft or heritage—it’s about building on it. And seeing a brand like Burberry use digital tools so creatively really highlights the potential we all have to evolve our practice, improve our processes, and connect with audiences in new ways.
If you’re exploring how to bring digital fashion tools like CLO3D into your workflow, or simply want to keep up with the changing landscape, I offer training and consultancy tailored to where you are in your journey.
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