Technology Fashion Style

Check 1, 2! Burberry will be the first luxury brand to partner with Twitch to livestream its fashion show

Check 1-2! Burberry is set to become the first luxury brand to livestream its fashion show on Twitch this Thursday, to show its Burberry Spring/Summer 2021 show experience to its community across the globe. 

The show, set in the British outdoors, will be completely remote, with no IRL guests, and will use Twitch’s unique Squad Stream functionality, with Burberry hosts live streaming the show together in one window. 

It means that virtual guests have the ability to view multiple perspectives of the show at once – and discuss it in real time through Twitch’s chat function – something we usually wouldn’t be seen doing in the front row. 

Spring/Summer 2021 precollection lookbook / Credit: Burberry

It’s not the first time the London-based fashion house has been at the forefront of using tech to bring its runway shows to fans at home. In 2010, Burberry became the first luxury brand to livestream its show to a global audience. Now, it’s progressing that to Twitch. 

“Burberry has always been a brand of firsts and partnering with Twitch continues this legacy,” says Rod Manley, Chief Marketing Officer at Burberry. “Twitch unlocks an exciting new space where our Burberry community can be digitally transported to feel like they have a virtual seat at our live show.” 

“It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey,” he adds. 

The high fashion collaboration is more evidence that Twitch is evolving beyond its origins as an online gaming-centric platform to feature content spanning a broad spectrum of interests, including music and art. 

“Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience,” comments Adam Harris, Global Head of the Brand Partnerships Studio at Twitch.

The Burberry Spring/Summer 2021 show will be live streamed on Thursday 17 September at 1pm BST on Burberry’s Twitch account.

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