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Burberry uses Snapchat for pre-runway show

Digital

Burberry uses Snapchat for pre-runway show

Burberry recently introduced the first Snapchat show, inviting 100 million users to experience Burberry’s Spring/Summer 2016 collection before it went live on the runway.

The fashion brand launched “Burberry Live Show,” which featured the new collection as well as crowd-sourced video and imagery of London Fashion Week. The show aired on Snapchat Sunday, September 20, giving users a 24-hour window to view the new looks and event coverage.

Speaking about the event in a press statement, Burberry’s chief creative and chief executive officer, Christopher Bailey says, “With Snapchat, Evan Spiegel has created a phenomenal platform that captures the spirit of a moment. We are excited to be working with him 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.”

Evan Spiegel, Snapchat co-founder and CEO, says, “Burberry is an iconic brand and it’s a thrill for us to give our community the first look at their new collection.” Burberry debuted on Snapchat in February this year, when it captured key live moments from its Autumn/Winter 2015 Womenswear collection.

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