If it’s not on Snapchat did it really happen? Or in Burberry’s case, if it IS on Snapchat did it happen really at all?
The British heritage brand – due to show at LFW today – took to the platform with a big focus on storytelling this weekend. The short version: two models planned to break into the Burberry flagship store on Regent Street, cue lots of security footage, references to numerous heist films, and entertaining moments before they eventually find the locked collection, play dress up in it, and then get caught.
“Break in at Burberry!” reads the headline on the front of the newspaper the next morning, accompanied by sub-stories including “Not so model behaviour”, “Snapchat gets the scoop”, and “High fashion heist”.
It’s a mega example of creativity on the platform; something the brand has been experimenting with since last season, but this time done in a way that really brings a fresh view to fashion weeks.
Content from other brands and showgoers / influencers alike, is inevitably heavily focused on the catwalks themselves. While a few sneak peeks have been revealed in numerous cases at the likes of Topshop and Mulberry, Burberry is the only example of a brand thinking outside the box to appeal to its digital audience.
The essence of the story, is of course, to preview the new autumn/winter 2016 line. It also ties to the fact it will be placed in store after today’s show in celebration of the brand’s move to a consumer-facing calendar from September.
Check out more of the images from Snapchat below…