Once upon a time, scoring a #frow spot at fashion week was everything. Fast forward to September ‘15, and those in the know don’t care because they’ve already seen a preview from the couch, hours before the front rowers are frocked up and ready to take their seats. Such is the new path being trod by Burberry, whose womenswear S/S 16 show premiered via a live stream to smartphones in lounge rooms everywhere. We’re talking about the brand’s S/S 16 Snapchat show – a world first so new we actually had to open the press release to find out exactly what it meant.
Turns out, in a decidedly ahead-of-the-curve move, Burberry allowed its followers to see a preview of the ‘Functionregalia’ collection the day before the actual show, with looks shared live on Snapchat via the ‘Burberry Live Show’. The Snapchat show streamed for 24 hours, following as last touches were made to the collection (think military-inspired looks and tie-dye galore) in Burberry’s London HQ. Accompanied by a live performance by British singer Alison Moyet, it also included BTS glimpses of the brand’s design studios, a cameo by Anna Wintour and live footage of guests (who included the likes of Kate Moss, Cara Delevingne and Jourdan Dunn) as they took to the red carpet on the night. Who needs an invite when you’ve got your trusty iPhone?
Keep scrolling to see highlights from the show and click here to watch in full.