Global British luxury brand Burberry unveiled its Womenswear Spring/Summer 2016 collection in its custom-built show venue in London's Kensington Gardens on September 21, revealing the fashion line which was premiered through the first ever Snapchat Show the previous evening. The show was accompanied by a live performance by British singer Alison Moyet.
Over 1000 guests attended including iconic Burberry campaign girls Kate Moss, Jourdan Dunn, Suki Waterhouse, Cara Delevingne, and Sienna Miller.
Classic coats and functional pieces were mixed with elements of regalia including metallic cording, crested buttons and hand-embroidered military
motifs. English lace and floor length satin dresses were paired with leather biker jackets, and regimental tailoring with tie-dye tulle.
The latest collection introduced the Burberry Rucksack in gabardine-constructed nylon and the Belt Bag in black English suede.
In the latest chapter of the brand's digital innovation story, Burberry followers were able to see a preview of the collection through the first ever Snapchat Show – looks from the collection were shared live as finishing touches were being made in Burberry's headquarters in London – an industry, platform and brand first. Burberry's show coverage on Snapchat also included a never-seen-before glimpse into the brand's design studios, and featured a special appearance by Anna Wintour, receiving her invitation to the show, as well as live reactions on the red carpet from guests as they arrived.
Snapchat also brought its Live Story coverage to a Burberry show for the first time. The “Burberry Live Show” housed a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery, giving an access all areas vantage point into Burberry's show from the red carpet to backstage and beyond to the platform's 100 million users. (SH)
Fibre2Fashion News Desk – India