Want to buy the clothes – or close to them – which film stars are wearing on the red carpet? This Sunday (February 18th) at the EE British Academy Film Awards 2018 the mobile phone operator will be using the latest image recognition technology so that you can shop for their outfits in real time without having to leave the sofa!
Using a unique camera rig fitted with Google Pixel 2 devices, the celebs will be shots from 12 different angles in less than two seconds capturing every little detail of their clothes – from the shape of the cut, to the pattern, colour and texture of the material.
Each image captured is then stitched together automatically creating a 3D rotating GIF of each celebrity’s look.
Fans at home will be able to check out the stars’ glamorous gowns and suits as they are uploaded live from the red carpet to @ee Instagram Stories, before ‘swiping up’ to browse a selection of similar yet affordable alternatives curated from a catalogue of more than 16,000 retailers.
Presenter Rochelle Humes will take on the role of EE’s red carpet host, inviting the film world’s finest to strike a pose in the 4GEE Style Scanner as they arrive at the Royal Albert Hall..
Says Rochelle Humes, Red Carpet Host at the EE BAFTAs:
“I love fashion and I don’t think you should have to spend a fortune to look great, so I am particularly excited about the 4GEE Style Scanner. It will make it easy for people to find red-carpet-worthy clothes that don’t break the bank. It was incredible seeing the technology in action and I can’t wait to see people at home getting involved.”
Adds Mat Sears, Director of Communications & Sponsorship at EE:
“By combining the power of our 4G network and the latest mobile technology, we have found a way to allow film fans to browse the red carpet styles and shop outfits inspired by these looks in real time. It’s unique, and we’re looking forward to testing it on the night to demonstrate just how mobile technology can be relied on to deliver exciting new experiences for our customers.”
To shop the red carpet fashion at the EE British Academy Film Awards without paying Hollywood prices, follow @ee and influencers @MarcusButler and @LydiaBright on Instagram, and check out their Instagram Stories on the night.
For more information on EE’s partnership with BAFTA visit ee.co.uk/bafta.