Burberry partners with live streaming service Twitch for its SS21 show

Burberry has partnered with Twitch for its SS21 show, set in the British outdoors; it is the first high-end fashion brand to partner up with video streaming service.

The brand will use Twitch’s Squad Stream function, which allows users to view multiple perspectives of the show at a time and chat with fellow viewers using the service’s chat window.

Twitch has evolved beyond its roots in online gaming and has been expanding its scope recently to include music and the arts.

Burberry said that partnership was the next step in its journey to "continually engage with its community through curated content and experiences."

It added: “this will provide virtual guests with the ability to view multiple perspectives of the show at once and converse through Twitch’s chat function, creating a personal, inclusive experience."

In June, Burberry announced that its 17 September show would be hosted in an outdoor setting and would be live-streamed without an audience.

Burberry's chief marketing officer, Rod Manley said: “Burberry has always been a brand of firsts and partnering with Twitch continues this legacy. Twitch unlocks an exciting new space where our 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.”

The Burberry SS21 show will be live streamed on Thursday 17 September at 1pm BST on Burberry’s Twitch account.