Iconic British fashion giant Burberry is making digital history by being the first luxury brand to team up with gaming mega-platform Twitch. It will utilize its own channel on the platform to stream their Spring/Summer show tomorrow, September 17.
The brand chose Twitch due to an innovative feature known as the Squad Stream functionality. This basically allows multiple hosts to live stream together in a single window. Cleverly, this will mean that Burberry can showcase the multiple perspectives from the show over the course of the virtual thread, giving the remote audience the best viewing experience.
For the first time, Riccardo Tisci has invited an artist to collaborate on a Burberry show. Anne Imhof has been commissioned to create a live physical presentation at the show itself that viewers are invited to experience digitally.
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Inside the @Anne_Imhof archive . For the first time, @RiccardoTisci17 has invited an artist to collaborate on the #BurberryShow. Riccardo and Anne Imhof will create a live physical presentation that you’re invited to experience digitally at 1pm BST on 17 September 2020 . Angst II 2016. Hamburger Bahnhof Berlin. Image by Nadine Fraczkowski @nad_1n3 . #BurberrySpringSummer21
Twitch- owned by Amazon – is an increasingly popular live-streaming platform predominantly for gamers and other lifestyle casters. Users stream or “broadcast” their gameplay or activity by sharing their screen with fans and subscribers who can hear and watch them live. The service has seen a spike in usage and innovative usages during the pandemic.
This clever collaborative move between luxury and gaming tech is indicative of the mainstream marrying of lifestyle and tech.
“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,” said Rod Manley, chief marketing officer at Burberry.
It is an interactive experience where guests can connect with both our brand and each other whilst personalizing their viewing journey.”
Honchos at each end of the partnership realize it will benefit both brands. “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.” said Adam Harris, global head of brand partnerships studio at Twitch.
Burberry’s spring/summer 2021 will go live via its twitch channel tomorrow, September 17, at 1pm GST (4pm UAE time).
You can watch all the action unfold here.