And now Burberry, too, is taking on the tech set and completely reinventing the runway experience.
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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”.
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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.
