EE redefined red carpet fashion at the Baftas with Maya Jama wearing the first 5G-powered Augmented Reality dress.
EE opened the red carpet with the debut of the AR dress, blurring the lines between physical and digital fashion. It was worn by EE’s red carpet presenter, Maya Jama who said “It was amazing to be part of something this big that’s been months in the making and that genuinely pushes the boundaries of fashion and technology.”
Designed by multi-disciplinary artist Richard Malone, the dress was made from ethically sourced fabric including recycled, regenerative ocean waste, recycled wool and wadding from ex-factory waste, in keeping with Baftas' eco-friendly pledge this year, which asked all attendees to wear something with a sustainable aspect or re-wear a dress they already owned.
The couture gown was hand sewn with over 100,000 stitches and took over 250 hours to complete. Made up of six layers in total, the bespoke dress contained over twelve full body length wires, totalling over 18 metres in length, and eighteen sensor bulbs.
Film fans at the Royal Albert Hall watched through Samsung Galaxy Fold 5G smartphones and on screens at the top of the red carpet as the AR dress began to come to life as Maya stepped onto the stage. Watching the spectacle live fans could see lengths of shimmering digital material begin to swirl around the dress, with the digital fabric forming sculptures on either side of Maya.
Responding to Maya’s movements in real time, the animated material wrapped around her to form a completely new design for the top half of her dress. The designs continued to evolve with more and more of the digital fabric flowing from detailing around her shoulders, before billowing out around her to form a spiral of this cutting-edge digital fabric, before shattering and falling away from Maya to reveal the physical dress underneath the display of augmented reality.
Pete Jeavons, Director of Marketing Communications at EE, said,“Collaborating with the most creative minds in fashion and technology, we’ve delivered a world first that truly showed the extent of what is possible with 5G... and is such an exciting showcase of how we can blend of our physical and digital worlds.”