Trust Burberry to come up with the Next Big Thing for catwalk shows. The Burberry team tells us "Guests will experience the brand’s new fragrance for women, Burberry Body, entering the show space through an immersive, multi-faceted experience featuring a 4 Dimensional hologram of Rosie Huntington-Whiteley, the face of Burberry Body - showcased in a scented room using innovative virtual imagery pioneered by the brand in Beijing earlier this year." Er, wow.
And that's not all.
Following on from the luxury power-brand's genius innovations with 3D presentations, live fan comments on each look and click-to-buy straight from the catwalk options, this season Christopher Bailey and the Burberry team have invented - the Tweetwalk! Yep, the label will be tweeting every look BEFORE it hits the catwalk, so fans of @burberry will receive a sneak preview of the looks from backstage at today's show in Hyde Park - even before Annas Della Russo and Wintour on the FROW!
There's going to be a 4 DIMENSIONAL HOLOGRAM of Rosie Huntingon-Whiteley! No really.
Plus, not only is the label live-streaming the show in HD on its Facebook page, but YOU can too! The brand has created a link for every single one of its 8 million (yikes!) fans so that they can stream the show live on their own personal Facebook profile pages.
Burberry's Youtube homepage will be screening content from the show including red carpet interviews
Burberry.com will once again be exclusively offering "runway to retail", with the collection available to purchase for one week after the show. And in 8 weeks time, 45 selected Burberry stores worldwide will be featuring pop-up live retail theatre events with the collections available to view in 360 degree film technology
And finally, we all know how Burberry loves a good Brit band, from The Kooks to Razorlight. Well, now viewers can download tracks from the show's soundtrack through the iTunes on-demand service.