Burberry celebrated the opening of its Beijing flagship store on Wednesday with a psychedelic runway show featuring holograms walking through one another, bursting into snowflakes and multiplying along the catwalk.
Edie Campbell, one of the six models who participated in the projection, told Vogue UK, "Virtual me is clearly much better than real me, though I've heard she's a bit of a diva." She added, "It was a risk because there was every chance that it was all about to go tits up backstage! A lot of shows can be very safe creatively so it's nice to do some that are completely unusual."
Obviously, neither Campbell's nor our words will do the spectacle justice, so take a look below.
WATCH a longer version featuring Brit band Keane: