Twitter users will be able to gain unique and personalised access to the Burberry show at London Fashion Week today through a new initiative called #Tweetcam.

Cameras around the show venue have been embedded with responsive technology that will enable real-time images to be sent straight to Twitter. Fans who tweet to the brand with #Tweetcam, will get a photograph returned to them from the “best vantage point” at that moment, with their Twitter handle and a time stamp placed on top.

It’s a pretty simple move for Burberry, but one in keeping with the brand’s ongoing bid to provide consumers with as much access to the action as possible. It has used Twitter for numerous such initiatives in the past, including the #Tweetwalk in 2011, personalised GIFs in 2012, and even a gifting service for holiday in 2014. Last season it also sold product via the Twitter ‘Buy Now’ button for the first time.

In a bid to reach further global consumers, Burberry has also partnered with messaging app Line to live stream its show to Japanese users.