# Shoppable Red Carpet Styles EE Will Be Testing a 'Style Scanner' on BAFTA's Red Carpet By Laura McQuarrie | Published 2018-02-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/style-scanner References: [newsroom.ee](http://newsroom.ee.co.uk/worlds-first-4gee-style-scanner-lets-film-fans-shop-the-red-carpet-looks-live-from-the-ee-british-academy-film-awards/) & [ee](http://ee.co.uk/why-ee/ee-baftas) At this year's British Academy Film Awards (BAFTA), mobile communications company [EE](https://www.trendhunter.com/trends/green-planet) will be launching a '4GEE Style Scanner' that will enable viewers to shop their favorite looks straight from the red carpet. "Who are you wearing?" is one of the most-asked questions on the red carpet, and while the average person will not be able to outfit themselves in custom head-to-toe couture, the technology will give fans the chance to get affordable versions of their favorite outfits. The 4GEE Style Scanner will photograph celebrities' looks and using [image recognition technology](https://www.trendhunter.com/trends/fashion-ai-platforms-ai-fashion-concierege-app-aesthetic-creates-a-tailored) and EE’s fast 4G network, the styles will be paired with cost-friendly alternatives in real-time. At the awards event, EE will be using a camera rig fitted with [Google](https://www.trendhunter.com/trends/google-shopping) Pixel 2 smartphones to capture stars' outfits at 12 different angles. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 66% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Fashion](https://www.trendhunter.com/celebfashion) ## Key Themes ### What Makes This Trend Stand Out - **Red-carpet E-commerce:** The development of technology that allows viewers to shop for red-carpet styles in real-time opens up opportunities for the fashion industry to monetize on their most glamorous moments. - **Real-time Image Recognition:** The advancement of real-time image recognition technology creates opportunities for businesses to develop virtual and augmented reality applications that enhance customer experiences. - **Affordable Alternatives:** The demand for affordable alternatives to luxury and designer fashion creates opportunities for businesses to develop fast fashion and e-commerce platforms that cater to the budget-conscious consumer. ### Sectors Adopting This - **Fashion and E-commerce:** The fashion industry can leverage the 4GEE Style Scanner to expand their audience and offer more affordable alternatives to high-end designs through e-commerce platforms. - **Virtual and Augmented Reality:** The use of real-time image recognition technology can benefit virtual and augmented reality industries by creating more accurate and immersive experiences for customers. - **Fast Fashion:** The demand for affordable and fashionable clothing creates a growing market for fast fashion businesses that can quickly produce trendy styles at a low cost. ## Related on Trend Hunter - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [AI-Powered Outfit Shopping Features](https://www.trendhunter.com/trends/ebay-shop-the-look.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md) - [Size-Replicating Try-On Technologies](https://www.trendhunter.com/trends/google-shopping.md) - [Fashion AI Platforms](https://www.trendhunter.com/trends/fashion-ai-platforms-ai-fashion-concierege-app-aesthetic-creates-a-tailored.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [AI-Powered Styling Apps](https://www.trendhunter.com/trends/stylehack.md) - [GenAI Clothing Try-Ons](https://www.trendhunter.com/trends/ai-clothes-tryon.md) - [Personal Shopping Apps](https://www.trendhunter.com/trends/beamble.md)