Burberry partners with Twitch to livestream fashion show

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.

The live show is Burberry’s next step in its aim to combine the worlds of fashion and technology to create bespoke content and unique experiences.

The livestream will take place on September 17.

Burberry 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 Burberry 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 while personalising their viewing journey.”

Twitch global head of brand partnerships Adam Harris added: “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.”