Snapchatters have 24 hours to see burberry’s new collection

Instead, the fashions will be previewed on Snapchat in what the designer is calling “the first ever” Snapchat fashion show.

While Burberry has used its brand Snapchat account to document other events, such as the fete for its Beverly Hills store opening (see story), this represents a heightened use of the platform to share content with consumers.

After announcing a partnership with Apple Music earlier this week, British luxury brand Burberry has revealed that it’s also teaming up with Snapchat to debut its latest collection a day before it hits the runway at London Fashion Week.

Snapchat has had a big digital presence during this week’s New York Fashion Week.

Christopher Bailey said: “With Snapchat, [founder] Evan Spiegel has created a phenomenal platform that captures the spirit of a moment“. 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.

Snapchat will also bring its “live story” coverage to Burberry’s show, curating a montage of related video and imagery, including red carpet and backstage clips, Burberry said in a statement Friday.

The channel is already live and showing things like the weather in London (sigh), a sneak peek at the guest list and the decadent invitations being hand delivered (I’m still waiting on mine).

After the initial reveal disappears from the feed, Snapchatters can follow all the chic action straight from Kensington Gardens on the day of the show.

Its former CEO, Angela Ahrendts, put digital at the heart of Burberry’s business.