Fendi are about to make fashion history, as they become the first label in the world ever to use drone cameras to livestream their fashion show at Milan Fashion week on Thursday.
Fashion fans around the globe will be able to log on to Fendi.com and see all the catwalk action as it happens, thanks to high definition cameras attached to the hi-tech gadgets whizzing round the runway.
To date, drones have been mostly used by the military, but are beginning to be employed for consumer purposes, too. Amazon soon hopes to make deliveries using the unmanned vehicles, as they are otherwise known.
Explaining their decision to use drones to film the show, Fendi's CEO and President Pietro Beccari said: 'Fendi's digital strategy resolves to continuously raise the profile of the brand, which has always been synonymous with creativity, quality and innovation. We are enthusiastic to be the first using this technology on the catwalk which will allow us, once again, to be pioneers in our field and projected towards the future. In addition, we will allow our fans to see our fashion show like no one has ever seen before.'
But Fendi aren't the first brand to employ an innovative way to film their show. Not quite as hi-tech, although no less pioneering, was Cara Delvingne's first catwalk video selfie at Giles.
The 21-year-old model filmed herself using her phone as she walked down the catwalk at Monday's London Fashion Week show, taking the concept of the selfie to a whole new level.
Forget the clothes, it looks like technology is taking the front row seat this season...
By Olivia Marks
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