And now Burberry, too, is taking on the tech set and completely reinventing the runway experience.
Burberry is doing what a lot of marketers are struggling to do, generating massive engagement by mixing up its content with short-form and streaming features.
London fashion week starts today.
Expect to witness multiple celebrity appearances; Sienna Miller, Suki Waterhouse, Kate Moss and Naomi Campbell are regulars at Burberry’s shows, not to mention the all-star supermodel line-ups that regularly grace the runway.
Burberry Group’s new spring-summer collection will vanish after only a day – on the Snapchat messaging application.
The United Kingdom label is going full-on millennial and launching the first-ever show on Snapchat-which we would argue is the hottest app in fashion right now. It will house a Snapchat-curated montage of crowd-sourced Burberry show-related video and imagery, offering an access-all-areas vantage point into Burberry’s show from the red carpet to backstage and beyond.
“With Snapchat, (co-founder and chief executive) Evan Spiegel has created a phenomenal platform that captures the spirit of a moment“.
Commenting on the plan, Burberry CEO Christopher Bailey said in a statement the company was excited “to launch the Burberry Snapchat Show allowing a unique, real-time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway”.
We’ll certainly be tuning in. Burberry’s Snapchat broadcast will be kicking off on Sunday and they will disappear 24 hours later so you will want to make sure you catch a glimpse before they’re gone.