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
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
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.