Burberry is the first high-end brand topartner with Twitch to livestream fashionshow

Burberry has announced that it is partnering with live video streaming

service Twitch for its Spring /Summer 21 fashion show, which is set

in the British outdoors. It is the first high-end fashion brand to do so.

The show will be completely remote, with no guests attending in

person, the company said in a statement.

Back in June, Burberry announced that its Spring/Summer 21 show

presented in September would take place in an outdoor setting and

would be livestreamed with no audience present, but it did not give

any further details.

Burberry will use Twitch’s Squad Stream function, which allows up to

four creators to 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”.

Burberry said that Twitch is “at the frontier of live entertainment”.

Twitch, which is known for its links to the gaming world, has been

recently broadening its scope to include music and the arts.

“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.”

Fashion houses around the world have been experimenting lately

with different formats to present their collections while they seek to

maintain the charm and anticipation of their catwalk shows in the age

of face masks and social distancing.

Maria Peftouloglou