EE marries high fashion and hi-tech for BAFTA showpiece

EE is bringing new meaning to the term wearable technology with a debut of what it claims is the world’s first 5G-enabled augmented reality dress.

The hi-tech garment will take center stage on the red carpet at the EE British Academy Film Awards 2020 (Bafta) with presenter Maya Jama modelling the connected dress for the waiting paparazzi while inviting celebrities to witness the dress come to life via the EE Bafta Lashes Instagram Lens.

Spectators will also be let in on the action courtesy of strategically placed Samsung galaxy Fold smartphones which aim to wow onlookers by relaying a digital transformation as Jama makes her way to the EE stage to mark its 22nd year of sponsorship of the awards.

Pete Jeavons, director of marketing communications at BT and EE added: “This year, we will open the red carpet of the EE Bafta’s using our award-winning network and its unique capabilities to turn red carpet fashion on its head, as we bring together physical and digital fashion to create the world’s first 5G powered AR dress.

“In a never-before-seen moment in film awards history, we will be using our network to show how the seemingly impossible can be made possible through 5G technology, giving fans a taster of the future of fashion.”

Those without an invite will be given a chance to see what all the fuss is about via a Twitter live-stream of the event on the @EE account from 16:00 on 2 February.

A recent edition of The Drum Show featured Kelly Engstrom from EE talking about the impact 5G could have on marketers.

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