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Burberry Retrenches Digitally

Posted by Shirley Brady on June 24, 2010 04:45 PM

Burberry today unveiled an innovative digital campaign that was described by Vogue as the first interactive extension of a luxury brand.

Expanding on its 3D launch earlier this year, Autumn-Winter 2010 collection launched today as a fully interactive, motion-responsive experience wherein "users are able to click, drag, and control their views and perspectives on the ad, collection, products, and models," as Racked notes.

It also commissioned music from British artists—including Alleyway by Life in Film, plus tracks by Ramona and Misty Miller—to enhance digital offerings such as Art of the Trench.

More luxury brand news:

Bentley unveils first all-new model in 80 years as VW shuffles Bentley and Porsche execs.

Edun, the eco-conscious fashion line from Bono's wife Ali Hewson, launches at Liberty of London.

Ferrari plans to roll out a new model annually, launches "flashy" New York flagship.

Maserati expands in Asia.

Gucci and Fendi launch first children's collections as Fendi settles counterfeit suit.

Hugo Boss is ramping up its presence globally.

Lotus plans to extends EV range.

Mercedes-Benz AMG E-Cell, available in 2015, offers sneak peek.

Ritz-Carlton ditches plastic bottles at U.S. hotels.

Saks Fifth Avenue chairman and CEO expresses cautious optimism.

Venu hotel brand signs Shanghai deal.

Williams Sports unveils high-tech golf clubs.

YSL commissions filmmaker to promote new men's collection.

Affluent consumers are spurring global e-commerce growth.

Euro's fall brings new bargains overseas.

Net worth of millionaires in Asia (including India) surpasses Europe for the first time in Merrill Lynch-Capgemini's world wealth report.

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