Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.
The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.
Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.
“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.
“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.
The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.
Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.
Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.
And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.
Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.
A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.
Check out Bailey’s intro to today’s show, below: