Burberry's social innovations at #LFW


London Fashion Week has given way to Milan, but the trail of digital innovations AW15 brought us will linger a little longer, with Burberry once again leading the fashion pack with its excellent social strategy.

The brand’s Autumn/Winter 2015 Womenswear collection, “Patchwork, Pattern & Prints,” was live streamed to millions – merging the physical with the virtual via Twitter, Snapchat, Facebook, Instagram, Line, Vine and China’s Sina Weibo.

During the show, Twitter users could trigger a camera using #TweetCam and @Burberry, photographing the models as they strutted the crafty quilted patterned collection down the catwalk. A personalised photo was then tweeted to the user’s Twitter handle.

After the show, ready-to-wear items from the collection were available for purchase as part of Burberry’s Runway Made to Order service, which launched back in September 2013, allowing customers worldwide to be the first to own pieces from next season’s collection.


After coupling with China’s WeChat last year, Burberry partnered with Japanese messaging app LINE at this year’s show, connecting with users through creative content, launching with an animated cartoon and a series of emoji-style stickers as the brand looks to expand its social presence in Asia during 2015.

This tech-savvy brand is continually regenerating its fashion-focused digital innovations, making us excited to see what else they have up their ornately embroidered sleeves.