Burberry Takes Digital Innovation in Stride at London Fashion Week

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Burberry’s London Fashion Week show this week proved, yet again, that it’s ahead of the pack when it comes to digital panache to reach new audiences.

The brand’s Autumn/Winter 2015 Womenswear collection, “Patchwork, Pattern & Prints,” drew the brand’s favorite models—including Kate Moss, Cara Delevingne, Naomi Campbell and Jourdan Dunn—to Kensington Gardens on Monday, while fans around the world were invited via Burberry’s most diverse social outreach to date.

They came, virtually and in person, to check out a 70s-influenced collection that celebrated the folksy crafts of the British isles. It was described by makeup artist Wendy Rowe as a “a patchwork of makeup and textures… It’s Burberry, so the look is naturally very effortless.”

“Effortless” describes the brand’s digital catwalk, too. [more]

For a start, the iconic British brand partnered with Twitter to let fans from all over the world access the runway show in real-time.

Any tweet with the hashtag #Tweetcam and @Burberry Twitter handle during the show triggered a camera to take a photograph as models walked the runway. Burberry then tweeted each personalized photo to the user’s Twitter handle.

Burberry and Twitter have a long partnership. In 2011, the brand’s previewed a collection via the hashtag #Tweetwalk and streamed a womenswear runway show on Twitter, while last September it became the first luxury brand to sell products through Twitter’s Buy Now feature.

In a new digital sashay on Monday, Burberry also collaborated with Japan’s LINE messaging app to provide a live stream of the show to its 180 million users.

The LINE tie-in inspired a short video (above) featuring animated versions of Anna Wintour, Cara Delevingne, Mario Testino and Burberry CEO Christopher Bailey—plus the app’s popular “stickers” in the characters of Brown the bear and Cony the rabbit.

Monday’s live runway show was also shared with fans worldwide via Snapchat, Facebook, Instagram, Vine and China’s Sina Weibo.

Immediately following the show, items from the collection—which included fringed ponchos, capes, bags and scarves, along with patchwork boots, coats and nail colors evoking a bohemian vibe—were available to purchase and personalize as part of Burberry’s Runway Made to Order service, which launched at London Fashion Week two years ago.

What’s more, the event’s original music by British artist Claire Maguire (who also performed at the brand’s A/W 2015 menswear show last month) was available to download on iTunes as soon as the runway show ended.

From 2012’s digital rain at its runway show in Taiwan and 2013 “digital chips” to unlock content to its interactive London flagship store, Burberry has brought the “art of the trench” to new heights with its digital panache. This latest runway success proves that, sometimes, it’s the older dogs who learn new tricks faster.

Established in 1856 by 21-year-old Thomas Burberry, the Burberry Equestrian Knight Logo (created in 1901 with the Latin word “Prorsum,” meaning “forwards”) is still relevant and spot-on as the brand’s mark of innovation today.

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