Burberry becomes first to give a runway prequel show on Snapchat

The evening before the Burberry spring/summer 2016 runway show at London Fashion Week, the brand gave social media users a sneak peek of the collection — via Snapchat.

This marked the first ever Snapchat show, giving 100 million users an early preview to the spring/summer 2016 collection. It premièred on Sunday, September 20, at 7pm London time, and in signature Snapchat style, will disappear 24 hours later at 11pm Dubai time.

“With Snapchat, Evan Spiegel [Snapchat co-founder and CEO] has created a phenomenal platform that captures the spirit of a moment. We are excited to be working with him to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show, which will include an unprecedented collection premier hours before it hits the runway,” said Christopher Bailey, chief creative officer and CEO of Burberry of the collaboration.

Burberry's actual spring/summer 2016 runway show took place today, at London's Kensington Gardens. The social media-savvy brand took to Twitter, giving live updates about the models, front rowers and performer Alison Moyet.

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