Burberry Partners With Twitch To Livestream Its Upcoming Fashion Show

BY Katinka Haugnaess / Sep 14 2020 / 11:20 AM

The British fashion house will be the first luxury brand to partner with the live-streaming platform, to showcase its Spring/Summer 2021 collection to 'virtual guests' from all over the world

Burberry Partners With Twitch To Livestream Its Upcoming Fashion Show

Launched in 2011, Twitch is a global community that comes together each day to create unique, live, unpredictable experiences through the interactions of millions. Across a host of categories from casual gaming to world-class esports, sports, music and art streams, fashion has now been added to the list.

British fashion house Burberry has announced it will be partnering with Twitch and has plans to stream its upcoming Spring/Summer 2021 show on the platform to its 'virtual guests' via its Squad Stream functionality. Viewers will be able to experience multiple perspectives of the show at once and converse through the platform's chat function.

“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,” says Rod Manley, Chief Marketing Officer at Burberry.

“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 superfans, creating a hugely impactful synergy between the two brands,” says Adam Harris, Global Head of Brand Partnerships Studio at Twitch.

From opening the first luxury 'social retail' store to the being first luxury brand to partner with the live video streaming service, the British fashion house continues to push boundaries when it comes to digital innovation in 2020.

Burberry's Spring/Summer 2021 show will be live streamed on September 17 at 16:00 GST on Burberry’s Twitch account.

Lead image courtsey of Instagram / @burberry

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