Snapchat partners with Burberry to premiere fashion house’s next collection

British fashion label Burberry is teaming up with Snapchat to give the platform’s users an exclusive first look at its spring/summer 2016 runway collection the night before it debuts.

As well as Burberry’s new collection, the Snapchat story will offer a behind-the-scenes peek at the madness backstage before the Fashion Week show and the preparation involved in the days ahead. At LFW earlier this year, it created a partnership with Twitter and Japanese social media platform Line, giving Burberry fans a chance to interact with the brand even if they were not in attendance at the catwalk show.

The entire show will then disappear after 24 hours.

Burberry’s announcement included a rare statement from Snapchat Chief Executive Evan Spiegel, whose style preference is usually fashionable kicks, black jeans and a V-neck shirt.

“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.”

Its former CEO, Angela Ahrendts, put digital at the heart of Burberry’s business. In the year to 31 March, retail sales were up 14 percent overall, with online and mobile doubling its share of revenue in that period. Burberry is plowing money into digital initiatives, this week introducing a channel on Apple Inc.’s music service with the aim of widening its influence and reinforcing its image as a purveyor of cool.

During the event, singer Alison Moyet will perform alongside a 32-piece orchestra.