Burberry pursues innovation, partnering with Twitch for fashion show livestream

Burberry has announced that it’s partnering with live video streaming service Twitch for its SS21 show experience that’s set in the British outdoors. It’s the first high-end fashion brand to do so.

The luxury brand’s show will use Twitch’s unique Squad Stream functionality. Squad Stream lets up to four creators go live and stream together in one window and it means Burberry hosts will be live-streaming the show together in one window.

The company said that “this will provide virtual guests with the ability to view multiple perspectives of the show at once and converse through Twitch’s chat function, creating a personal, inclusive experience”.

The company announced back in June that its September 17 show would take place in an outdoor setting and would be livestreamed with no audience present. The aim is to make a big impact and the technology is key to this. Burberry said that Twitch is “at the frontier of live entertainment” having evolved beyond its roots in online gaming to feature content spanning a broad spectrum of interests, including music and art.

“Inspired by the fashion house’s longstanding desire to push the boundaries in digital innovation, the collaboration with Twitch is the next step in Burberry’s journey to continually engage with its community through curated content and experiences,” it added.

The fashion brand’s chief marketing officer Rod Manley said: “Burberry has always been a brand of firsts and partnering with Twitch continues this legacy. Twitch unlocks an exciting new space where our 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.”

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