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Burberry Launches S/S 2012 Collection On Twitter

In a world first, Burberry has launched its entire spring/summer collection via Twitter prior to its London Fashion Week show.


Creative director Christopher Bailey said he was "thrilled" to create the initiative, which he referred to as a "tweetwalk".

"Twitter is instantaneous and I love the idea that streaming a show can be in many different forms," said Bailey.

Followers of @Burberry were amongst the first in the world to view the new collection, with the brand live tweeting backstage pictures of each look before they hit the catwalk.

"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 Bailey.

Rosie Huntington-Whiteley For Burberry Body

The initiative apparently had the desired effect, with Burberry trending globally on Twitter at 4:15pm, just 15 minutes after show time.

"Livestreaming is transforming Fashion Week, once a largely private trade event for press and buyers, into a global, consumer-facing experience — a concept that (has) perhaps become fully realized at the Burberry show," said social media channel Mashable.

In addition to streaming the show on Facebook and You Tube, Burberry also allowed iTunes users to download tracks from the live catwalk, and launched all 45 spring/summer looks on burberry.com for retail sale an hour after the show.

The brand also launched a body hologram at the live show, which allowed guests including Sienna Miller and Kanye West to experience the brand's new fragrance, Burberry Body, in 4D.