Burberry is partnering with live video streaming service Twitch to invite its global community to immerse itself in the Burberry Spring/Summer 2021 show experience set in the British outdoors.
Burberry’s show will use Twitch’s unique Squad Stream functionality, with Burberry hosts live streaming the show together in one window. This will provide virtual guests with the ability to view multiple perspectives of the show at once and converse through Twitch’s chat function, creating a personal, inclusive experience.
“Burberry has always been a brand of firsts and partnering with Twitch continues this legacy,” Rod Manley, chief marketing officer at Burberry, said. “Twitch unlocks an exciting new space where our Burberry community can be digitally transported to feel like they have a virtual seat at our live show. It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey.”
At the frontier of live entertainment, Twitch has evolved beyond its roots in online gaming to feature content spanning a broad spectrum of interests, including music and art. Inspired by the fashion house’s longstanding desire to push the boundaries in digital innovation, the collaboration with Twitch is the next step in Burberry’s journey to continually engage with its community through curated content and experiences.
“Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience,” Adam Harris, global head of brand partnerships studio at Twitch, said. “There is great overlap between the Twitch and Burberry superfans, creating a hugely impactful synergy between the two brands.”
The Burberry Spring/Summer 2021 show will be live streamed on Thursday 17 September at 1pm BST on Burberry’s Twitch account.