With Covid-19 restrictions still putting a limit on large gatherings, the luxury fashion house has instead decided to create an immersive live show via Twitch, set in the British outdoors.

Burberry will use Twitch’s Squad Stream function, which allows users to view multiple perspectives of the show at a time and chat with fellow viewers using the service’s chat window.

Twitch, which is known for its links to the gaming world, has been broadening its scope recently to include music and the arts.