Burberry previews SS16 collection on Snapchat

London - Luxury fashion house Burberry, known for its pioneering approach on using technology around its catwalk showcases, has turned to Snapchat ahead of its spring/summer show taking place later today, September 21 as part of London Fashion Week.

The brand, which has previous used Instagram, Twitter, and even Facebook to promote its catwalk shows, has now revealed its spring collection to the social network, which has more than 100 million active users.

Burberry’s snaps will only be available for 24 hours, and features everything from the make-up tests, showing the brand’s beauty products, as well as the key pieces for SS16 including the ‘belt bag,’ this seasons trench coat, and the backpack, complete with monogram options.

The brand is also teaming up with Snapchat to broadcast a ‘Live Story,’ which will be available to all Snapchat users and will involve crowd-sourced video and images from the Burberry runway show and aims to provide access-all-areas coverage of the show. The ‘Burberry Live Story’ will be available on Snapchat for 24 hours on Monday, from the morning of its runway show.

The social network has been working more with fashion brands and during the recent New York Fashion Week it produced a number of live stories, which included names such as Tommy Hilfiger, Michael Kors, and Alexander Wang. Snapchat states that the average Live Story generates around 60 million unique views, meaning Burberry’s reach will be huge.

Burberry uses Snapchat to preview SS16 collection ahead of LFW show

Even though a number of high-profile fashion brands are using Snapchat, including Louis Vuitton who used the platform to display its resort show in Palm Springs this spring, Burberry previewing its collection on the social network marks a first. It’s a clever move, as Snapchat is predominately used by a younger customer, which luxury brands like Burberry are looking to attract. More than 75 percent of Snapchat’s users are under 25, and they watch more than 4 billion videos every day, according to the social media channel.

Burberry chief creative and chief executive officer Christopher Bailey said it was using Snapchat to offer a “real-time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway”.

Burberry’s catwalk show takes place at Kensington Gardens in London and will once again be streamed live via its website. It will also feature a live performance, this time from singer-songwriter Alison Moyet accompanied by a 32-piece orchestra.

Burberry launched its Snapchat account in February to showcase its autumn collection, and has since used it to broadcast launches and events including its ‘London in Los Angeles’ event that starred Cara Delevingne, Naomi Campbell and Jourdan Dunn.

Images: Screenshots of Burberry preview on Snapchat