MODTV

Fendi announced today via WWD – camera-mounted drones will capture and livestream Fendi’s AW14 show during Milan Fashion Week. For the first time ever, high-definition cameras attached to drones will capture an aerial view of Thursday’s runway show and broadcast the action live to a global audience via Fendi.com. Go to Dazed Digital to see a sneak preview.

Fendi fans will have the choice of switching between the classic runway view captured by cameras on the ground and aerial shots filmed by the flying, Fendi-branded Drone Cam. If you miss the drone action, you’ll be able to replay the drone footage on the brand’s website.

Go behind the scenes of the Fendi Spring 2014 Fashion show with Cara Delevingne

Fendi is also reaching out to “hundreds of thousands of individuals that are eager to see the collection” that can’t physically be at the location. In particular, the company is investing in the development of its digital content to speak to a younger customer base, president and CEO of Fendi Pietro Beccari, told WWD.

Fendi Creative Director and designer Karl Lagerfeld has always been at the cutting edge of all things digital.  “Fendi’s digital strategy resolves to continuously raise the profile of the brand, which has always been synonymous with creativity, quality and innovation,” said Fendi President and CEO Pietro Beccari in a statement. “We are enthusiastic to be the first using this technology on the catwalk which will allow us, once again, to be pioneers in our field and projected towards the future.  In addition, we will allow our fans to see our fashion show like no one has ever seen before.”

Log on to Fendi.com at 12:30 pm GMT (6:30am EST) on Thursday February 20th to watch.