Burberry to launch virtual fashion show

The firm, which has made some of its most iconic products in Castleford and Keighley in Yorkshire for over 100 years, is partnering with live video streaming service, Twitch, to invite its global community to immerse themselves in the show at a time when it can’t hold its usual catwalk show because of Covid-19 restrictions.

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

Rod Manley, chief marketing officer at Burberry, said: “Burberry has always been a brand of firsts and partnering with Twitch continues this legacy.

“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.”

Adam Harris, global head of brand partnerships studio at Twitch, added: “Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience.

“There is great overlap between the Twitch and Burberry super fans, creating a hugely impactful synergy between the two brands.”

Twitch has evolved beyond its roots in online gaming to feature content spanning a broad spectrum of interests, including music and art.

Burberry said the collaboration with Twitch is the next step in its journey to engage with its community through curated content and experiences.

Susannah Streeter, senior investment and markets analyst at Hargreaves Lansdown, said: ‘’Gone is the buzz of securing a front row seat at the most coveted fashion shows of the season, but Burberry’s tie up with Switch could give it the edge in the high stakes fashion world.

"The squad stream functionality, which allows four live feeds to be streamed in one window, will help showcase the collection’s detail and provide an element of drama as multiple cameras should be able to switch to close ups of the models as they stride down the catwalk."