Burberry will take a pioneering approach to its latest catwalk show, due to take place on September 21 at 1pm as part of London Fashion Week.
In a first for a major fashion brand, Burberry will preview the show on Snapchat the evening before as the finishing touches are being made at the brand’s London studio, inviting the app’s 100 million users to see it before it is officially showcased. The entire footage will then disappear 24 hours later.
Additionally, the brand will launch Burberry Live Story on Snapchat, which will be available for 24 hours from the morning of the show. 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.
The average Live Story generates around 60 million unique views, meaning Burberry’s reach will be phenomenal. The use of the app also bring Burberry to a younger customer, as 71 per cent of Snapchat’s users are under 25.
