This year’s BAFTA film awards ceremony takes place on Sunday and sponsors EE have unveiled a new innovation to ensure fashion conscious film fans can get closer to their favourite stars.
Combining the power of its 4G network with a “unique” camera rig fitted with Google Pixel 2 devices, the firm will reveal how you can replicate the red carpet outfits on show.
Presenter Rochelle Humes will take on the role of EE’s red carpet host, inviting film’s finest to strike a pose in the 4GEE Style Scanner as they arrive at the Royal Albert Hall.
This camera rig will shoot the stars from 12 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.
Rochelle Humes, Red Carpet Host at the EE BAFTAs, said: “Fashion plays a large part in what people love about the awards night, but it is also powerful tool for making a statement.
“That’s why I, along with many others, will be wearing black in support of the Time’s Up movement.
“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.”
Mat Sears, Director of Communications & Sponsorship at EE, added: “Using our technology to connect customers with what they love is why we’re here, and this year’s British Academy Film Awards is a great example of this.
“Red carpet fashion is always a big talking point and this year will be no exception.
“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.”