Burberry is the first brand to livestream on Twitch

For its next show, dedicated to the presentation of the SS21 collection, Burberry has announced that the event will be broadcast live on Twitch. 

In the current uncertainty regarding the upcoming Fashion Weeks, divided between brands that will show physically and others that will limit themselves to digital presentations, for its next event Burberry is focusing on an unprecedented partnership. Twitch is, in fact, a live streaming platform, a leader in broadcasting eSports events and competitions. The show will be completely remote, with no guests attending in person. The Burberry show will use Twitch's Squad Stream feature, which will allow you to stream the show live through a single window. This will provide virtual guests with the ability to see multiple perspectives of the show at once and to chat through Twitch's chat feature. 

Burberry has always been a brand interested in innovation and the partnership with Twitch continues this legacy. Twitch opens up an exciting new space where our Burberry community can be digitally engaged by creating the perception of having a virtual seat at our live show. It's an interactive experience where guests can connect with both our brand and each other, personalizing their visual journey, said Rod Manley, Burberry Chief Marketing Officer. 

In 2010, Burberry was the first luxury brand to broadcast its show in live streaming and with this new partnership, the brand led by Riccardo Tisci confirms its vocation for new and unexpected means of communication. What it's still unclear is what kind of audience Burberry will find in the platform it relies on, which unlike other realities, first of all, Instagram, is not used to this type of content. 

The Burberry Spring / Summer 2021 fashion show will be streamed live on Thursday 17 September at 2 pm on Burberry's Twitch account.