Get the red carpet look with the introduction of the 4GEE Style Scanner which allows fans up and down the country to shop their favourite BAFTA red carpet looks from the comfort their own home, in real time.
In a world’s first, EE will use its 4G network and the latest image recognition technology to enable film and fashion fans to ‘swipe up’ and shop affordable alternatives of outfits worn by the stars in a matter of seconds. People at home will be able to check out the looks by following @ee Instagram Stories on the night.
- Film and fashion fans will be able to shop affordable versions of the outfits worn by Hollywood stars live from the red carpet at the EE British Academy Film Awards
- The 4GEE Style Scanner will photograph celebrities’ red carpet looks. Innovative image recognition technology and EE’s superfast 4G network will then match the style with affordable alternatives in a matter of seconds
- By ‘swiping up’ on @ee Instagram Stories, fans at home will be able to browse collections of different suits, dinner jackets, dresses and accessories inspired by the stars
This unique camera rig fitted with Google Pixel 2 devices will shoot the stars from 12 angles using its unrivalled smartphone camera* 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.
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.”