Ted Baker's Autumn Winter ’16 campaign film may have just launched, but it’s already making history - as Google's first fashion brand application of Voice Search, which allows users to speak into their phones to do a Google search.

We celebrated the Mission Impeccable launch this week with a breakfast followed by a screening of the espionage-inspired short film, executive produced by Guy Ritchie, and a fashion and digital trends panel moderated by yours truly.

Joining me on the panel was Craig Smith, global brand communication director at Ted Baker, Nick Roope from creative agency Poke, Lisa Green, head of fashion industry at Google, and Dan Garraway, co-founder of interactive video platform Wirewax. We talked about everything from brand storytelling to the unique role of film in retail to the rise in digital activations for fashion brands. 

Head to Forbes for the full overview of Ted Baker's Mission Impeccable campaign.