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Burberry RFID chip gives your phone DVD extras for clothes

New Burberry clothing at London Fashion Week features RFID tags that zap your phone with DVD extras for clothes.

Richard Trenholm Former Movie and TV Senior Editor
Richard Trenholm was CNET's film and TV editor, covering the big screen, small screen and streaming. A member of the Film Critic's Circle, he's covered technology and culture from London's tech scene to Europe's refugee camps to the Sundance film festival.
Expertise Films, TV, Movies, Television, Technology
Richard Trenholm
2 min read

Wouldn't it be cool if your favourite new coat could tell you more than the temperature to bung it in the wash? New Burberry threads revealed at London Fashion Week has that sewn up, thanks to RFID tags that zap your phone with DVD extras for clothes.

Radio-frequency identification (RFID) chip with new Burberry bags and coats can be read by your phone, activating short films showing the genesis of items ordered from the classic British brand's runway show. The videos tell the story of your new schmutter, from design sketches, to runway debut, to a clip of your name being engraved onto a metal nameplate stitched into the lining.

Think of it as you would DVD extras, only for your clothes. Click play on Burberry's video below to see how 'smart personalisation' works:

It would be cool to have this feature in many new things you buy, from clothes to food, and even gadgets. In the same way you might follow a film you enjoyed by watching the DVD extras or eagerly devour lyrics and liner notes from a new album, you could see where anything you buy has come from and find out more about it.

When you buy some new food, for example, you could see where it comes from and how it's grown or made, and get recipes to make the most of the taste.

Even if that isn't for you, another possibility is to add user manuals and guides in a form that your phone can read, doing away with chunky user booklets, or even better, ditching CD-ROMs.

Other combinations of technology and fashion at  London Fashion Week -- shaking its little tush on the catwalk until Friday -- that go together like a little black dress and some darling kitten heels include Burberry's backstage and runway Instagram accounts, and Topshop holding hangouts and livestreaming shows on Google Plus.

Do you want to know where your clothes -- or anything that you buy -- comes from? What would you like to know when you buy something? Tell me your thoughts in the comments or on our Facebook page.