Burberry turns to Snapchat before runway to debut London Fashion Week show

Add the brand on Snapchat with the username Burberry.

The full collection is expected to be fully premiered as part of London Fashion Week this week. This will be filmed and shared on Burberry’s newly launched Apple Music channel.

The new Snapchat Show will be available on Burberry’s account beginning at 2:00 PM ET on Sunday, September 20.

Burberry, which in recent years has shown a predilection for cutting-edge technology, said on Thursday that it’s going to introduce new clothing lines with an effort called Snapchat Show.

Snapchat has proven itself to be one of the most popular apps of the last few years rapidly growing to over 100m users since launching in 2011 and is used to watch around 4bn videos every day.

Burberry has always been seen as a pioneer of the fashion tech world.

And Burberry is readying plenty of digital avenues for those that do.

Live Stories are shaping up to be a revenue driver for Snapchat, which sells 10-second ad slots that run during the stories.

Unsurprisingly, many are interpreting both moves as evidence of Burberry’s push to be at the forefront of mobile and digital innovation in its space – it’s keenly aware of the power and reach of social media in 2015.

The United Kingdom label is going full-on millennial and launching the first-ever show on Snapchat-which we would argue is the hottest app in fashion right now. “Also with Meerkat and Periscope-luxury brands like handsome content and I don’t care to tune into a live stream via a tweet of a fashion show”.

Runway Made to Order, which debuted in 2009 as a way for shoppers to place orders for runway looks immediately following the show, remains a key part of Burberry’s mission to try and bring the runway directly to consumers.