20,000 Fans Shop EE BAFTA Film Awards Looks

EE has revealed that over 20,000 fans browsed affordable versions of A-list attire worn by stars on the red carpet at the EE British Academy Film Awards 2018.

In a world first, EE used its powerful 4G network and the latest image recognition technology to enable film and fashion fans to shop for red carpet-inspired looks as the stars arrived for the awards ceremony.

The 4GEE Style Scanner enabled film and fashion fans the length and breadth of the country to browse the impressive online collections. London, Glasgow and Manchester were the cities who browsed the most red carpet inspired looks on the night.

The most popular red carpet collection created by the 4GEE Style Scanner took inspiration from the Dior dress worn by Actress Jennifer Lawrence.

EE’s red carpet presenter Rochelle Humes invited stars including Octavia Spencer, Julie Walters and Josh O’Connor to strike a pose for the world’s first 4G Style Scanner, so fans from across the country could be part of the red carpet action at the prestigious Royal Albert Hall.

The 4GEE Style Scanner operated using a unique camera rig featuring Google Pixel 2 devices. The bespoke rig captured images of A-listers from 12 angles using its unrivalled smartphone camera* in less than two seconds, showing every little detail of their outfits – from the shape of the cut, to the pattern, colour and texture of the material. Each image was then stitched together, automatically creating a 3D rotating GIF of each celebrity look within a matter of seconds.

Film and fashion fans can continue to shop the red carpet looks seen at the EE British Academy Film Awards last night by following @ee and influencers @MarcusButler and @LydiaBright on Instagram, and checking out their Instagram stories.

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