BUSINESS


Burberry is first fashion brand to use Apple’s AR toolset

Burberry has used Apple’s augmented reality platform to create a new feature for its mobile app allowing users to virtually add “Burberry-inspired” drawings by the artist and director Danny Sangra to their iPhone camera views, according to a Bloomberg report.

Burberry’s chief creative officer and CEO Christopher Bailey

“Digital is an incredibly exciting platform and it’s basically an industrial revolution,” says Bailey after Burberry’s first straight-to-consumer show in September. “We are a very international business with our roots very firmly British which I think lots of that translate quite broadly globally as well.”

The Burberry news also comes days after several home décor and home improvement retailers announced new mobile augmented reality apps that also use Apple’s AR platform, ARkit, and are available to Apple mobile devices running the new iOS 11 software.

 

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