It's made from ethically sourced fabric.
We can expect to see something a little different on the Baftas red carpet this weekend.
Designer Richard Malone has worked alongside EE to bring the first Augmented Reality dress to the famed awards ceremony. The gown is made from ethically sourced fabric including ocean waste, recycled wool and wadding from ex-factory waste.
Presenter Maya Jama will wear the dress, which will transform digitally as she walks down the red carpet, using state of the art digital technology.
Malone explained: “The design challenges that come with creating something new are what get me up in the morning. When EE got in touch with such a progressive brief, I couldn’t say no.”
“My work is generally all about the human touch - we’re a small team in my atelier, working by hand- and this project has allowed me to integrate technology into my work in a completely new way.”
Awards season is attempting to be greener this year, with the Golden Globes opting to serve a completely plant-based menu.
The Baftas also announced last week that they'd be advising attendees to consider rewearing an outfit they already have or to choose another sustainable option.
COURTESY OF EE
"Sustainability is very important to Bafta, and we’re doing more than ever before," a spokesperson told us. "The goal is that the EE British Academy Film Awards 2020 will be carbon neutral, working towards having a net positive impact on the environment. From travel and food, to branding and materials, Bafta is ensuring the awards are as sustainable as possible."
Jennifer Aniston wearing vintage Dior at the SAG Awards
All attendees will be or have been provided with a sustainable fashion guide created by the London College of Fashion’s Centre for Sustainability, that offers help on how to be greener.
It suggests renting clothes, buying vintage, rewearing your wardrobe or shopping with designers who have sustainable credentials, such as Stella McCartney, Phoebe English, Reformation and Rejina Pyo.