New Burberry collection premieres on Snapchat

Burberry first launched its Womenswear Spring/Summer 2016 collection on Snapchat.

As finishing touches were being made in Burberry’s headquarters in London, looks from the collection were shared live on the mobile platform.

The colletion include classic coats and functional pieces mixed with elements of regalia including metallic cording, crested buttons and hand-embroidered military motifs. English lace and floor length satin dresses were paired with leather biker jackets, and regimental tailoring with tie-dye tulle. There’s also the Burberry Rucksack in gabardine-constructed nylon and the Belt Bag in black English suede.

Burberry followers were offered a glimpse into the brand’s design studios, and a special appearance by Anna Wintour receiving her invitation to the show.

The live show took place the following day in its custom-built show venue in London’s Kensington with British singer Alison Moyet performing with a 32-piece orchestra conducted by Joe Duddell. But it also featured a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery, giving followers a complete view of the event – from the red carpet to the backstage

British singer Alison Moyet performed the live soundtrack to the show, accompanied by a 32-piece orchestra conducted by Joe Duddell from an orchestra pit in the centre of the runway. The performance was filmed for Burberry’s channel on Apple Music. The full show soundtrack, “Alison Moyet Live for Burberry”, will be available to purchase through the iTunes Store and for streaming through Apple Music.

Meanwhile, the company announced it will be also offering a selection of its make-up collection, through Kakao Giftshop and LINE in Japan.