World’s first 4G Style Scanner lets film fans shop the red carpet looks live from the EE British Academy Film Awards


  • Film and fashion fans will be able to shop affordable versions of the outfits worn by Hollywood stars live from the red carpet at the EE British Academy Film Awards
  • The 4GEE Style Scanner will photograph celebrities’ red carpet looks. Innovative image recognition technology and EE’s superfast 4G network will then match the style with affordable alternatives in a matter of seconds
  • By ‘swiping up’ on @ee Instagram Stories, fans at home will be able to browse collections of different suits, dinner jackets, dresses and accessories inspired by the stars
  • Film fans can follow the action by tuning into the official EE BAFTA red carpet show streamed live on Facebook and Twitter (@ee and @BAFTA) from 4:30pm

Suggested picture caption: EE’s BAFTA red carpet host Rochelle Humes trials the 4GEE Style Scanner ahead of the EE British Academy Film Awards 2018 on Sunday 18th February.

12th February 2018: EE, the UK’s largest mobile operator and part of the BT Group, is going all out at the EE British Academy Film Awards 2018. In a world first, EE will use its powerful 4G network and the latest image recognition technology to enable film and fashion fans across the UK to shop affordable versions of the red carpet looks in real time on the night.

Presenter Rochelle Humes will take on the role of EE’s red carpet host, inviting film’s finest to strike a pose in the 4GEE Style Scanner as they arrive at the Royal Albert Hall.

This unique camera rig fitted with Google Pixel 2 devices will shoot the stars from 12 angles using its unrivalled smartphone camera* in less than two seconds capturing every little detail of their clothes – from the shape of the cut, to the pattern, colour and texture of the material. Each image captured is then stitched together automatically creating a 3D rotating GIF of each celebrity’s look.

Fans at home will be able to check out the stars’ glamorous gowns and suits as they are uploaded live from the red carpet to @ee Instagram Stories, before ‘swiping up’ to browse a selection of similar yet affordable alternatives curated from a catalogue of more than 16,000 retailers.

Rochelle Humes, Red Carpet Host at the EE BAFTAs, said: “Fashion plays a large part in what people love about the awards night, but it is also powerful tool for making a statement. That’s why I, along with many others, will be wearing black in support of the Time’s Up movement.

“I love fashion and I don’t think you should have to spend a fortune to look great, so I am particularly excited about the 4GEE Style Scanner. It will make it easy for people to find red-carpet-worthy clothes that don’t break the bank. It was incredible seeing the technology in action and I can’t wait to see people at home getting involved.”

Mat Sears, Director of Communications & Sponsorship at EE, added: “Using our technology to connect customers with what they love is why we’re here, and this year’s British Academy Film Awards is a great example of this. Red carpet fashion is always a big talking point and this year will be no exception. By combining the power of our 4G network and the latest mobile technology, we have found a way to allow film fans to browse the red carpet styles and shop outfits inspired by these looks in real time. It’s unique, and we’re looking forward to testing it on the night to demonstrate just how mobile technology can be relied on to deliver exciting new experiences for our customers."

To shop the red carpet fashion at the EE British Academy Film Awards without paying Hollywood prices, follow @ee and influencers @MarcusButler and @LydiaBright on Instagram, and check out their Instagram Stories on the night.

For more information on EE’s partnership with BAFTA visit

- ENDS -

For more information, please contact M&C Saatchi PR on

* Based on 9/2017 test results from DxOMark Mobile. DxOMark is registered trademark of DxOMark Image Labs.

About EE

About EE

EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.

EE runs the UK's biggest and fastest mobile network, offering superfast 4G in more places than any other operator after pioneering the UK's first superfast 4G mobile service in October 2012. Today, EE has more than 600 shops across the UK, and EE's 4G coverage extends to more than 90% of the UK’s landmass. 

EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network for five years in a row at the Mobile Choice Awards; Best Network at the 2015, 2016 and 2017 Mobile News Awards; Best Consumer Network at the 2015, 2016 and 2017 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.

Find us:

Facebook at:

Twitter at:

YouTube at:


The British Academy of Film and Television Arts (BAFTA) is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For advice and inspiration from the best creative minds in working in film, games and television, visit For more, visit