The preview will reveal the collection looks “as finishing touches are being made, captured live from the Burberry design studio in London”, the firm said.
In a step marking a new frontier between fashion and the digital world, Burberry has announced that their Spring/Summer 2016 collection will premiere on Snapchat – the day before their LFW show. The online show will being at 7pm on Sunday 20 September and, as with all content on the app, will be wiped after 24 hours. Of course, with ephemerality at the very heart of the Snapchat app, all the posted material will disappear after 24 hours.
Explaining the brand’s affection for the platform’s possibilities, Burberry CEO and chief creative Christopher Bailey said, “With Snapchat, Evan Spiegel has created a phenomenal platform that captures the spirit of a moment“.
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.
The initiative will give the British company access to Snapchat’s more than 100 million active users who watch more than 4 billion videos every day.
Burberry is plowing money into digital initiatives, this week introducing a channel on Apple Inc’s music service with the aim of widening its influence and reinforcing its image as a purveyor of cool.
During the event, singer Alison Moyet will perform alongside a 32-piece orchestra. This action triggered a camera to take a picture of the catwalk, which was then embossed with the Twitter user’s social media handle and a time-stamp, and tweeted back to the account holder.