Burberry will become the first luxury brand to live stream its fashion show with Twitch, with its Spring/Summer 2021 show taking place this Thursday 17 September.
Followers will need to tune in to Burberry’s Twitch account at 1pm BST to see the British fashion house’s show take place via the live video streaming service.
The luxury firm said it will use Twitch’s Squad Stream functionality, with Burberry hosts live streaming the show together in one window.
This function will provide virtual guests with the ability to view multiple perspectives of the show at once, as well as being able to comment over Twitch’s chat function to provide a “personal, inclusive experience”.
“Burberry has always been a brand of firsts and partnering with Twitch continues this legacy. Twitch unlocks an exciting new space where our Burberry community can be digitally transported to feel like they have a virtual seat at our live show. It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey,” said Burberry chief marketing officer Rod Manley.
“Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience. There is great overlap between the Twitch and Burberry superfans, creating a hugely impactful synergy between the two brands,” said Twitch global head of brand partnerships Adam Harris.
Although Burberry has live streamed its shows for years, the “personal, inclusive” approach to its latest fashion show couldn’t be further from the previously exclusive nature of the runway, reflecting the need for brands to switch tactics as social distancing measures remains.
Last month Burberry launched its first ‘social media store’ in China aiming to connect shoppers’ “online life with your in-store life”.
Burberry has partnered with Chinese tech behemoth Tencent to develop the store in the country’s tech capital Shenzhen.