Burberry to preview LFW show on Snapchat
Burberry will preview is SS16 collection on Snapchat one day ahead of its official London Fashion Week (LFW) show.
Dubbed the “Snapchat Show”, it will offer Snapchat's 100m users an early look at the collection along with behind-the-scenes footage. The online show will being at 7pm on Sunday 20 September and, as with all content on the app, will be wiped after 24 hours.
Further content will be available on Snapchat on Monday 21 September, including crowd-sourced content and the show itself (the “Live Story”), which takes place at 1pm in Kensington Gardens.
"With Snapchat, Evan Spiegel has created a phenomenal platform that captures the spirit of a moment," Burberry CEO Christopher Bailey. "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."
Earlier this week Burberry was revealed as the first brand to take a dedicated channel on Apple Music. The LFW show, which features a live set from Alison Moyet, will also be filmed for the channel.
