Burberry launches its first online fashion show with gaming platform Twitch

The British brand is one of a number of designers taking fashion week digital

15.09.2020

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Thanks to Covid-19, all major live events are still off the cards: in case you were wondering, that includes fashion shows. All is not lost, however, and some elements of fashion week will still be going ahead as designers embrace new technologies to present their collections digitally. Just last week, JW Anderson announced that it will be teaming up with TikTok to stream the women’s SS21 show. Now, British fashion house Burberry has revealed that its next show, on 17 September, will be livestreamed via online gaming platform, Twitch.

“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,” explains Burberry’s Chief Marketing Officer, Rod Manley. “It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey.” Virtual show-goers will see footage filmed from multiple angles, all in one window (thanks to unique technology called Squad Stream). They can also leave comments and live chat with the brand. If you join in, be warned: as with traditional shows, you have to arrive on time. If you're late you'll miss it. So far, Burberry's proposal looks like the best digital alternative to the physical front row - all the fun of fashion week, without the extortionate cab fares...

So, Twitch - what is it? Founded in 2011, Twitch is a platform for live video streaming, used by gamers all around the world to share their experiences and watch others play. It started as a spin-off division of Justin.tv, an online broadcasting website, but quickly became so popular that its founders decided to rebrand and change the name to Twitch Interactive in 2014. Just one year later, the company was acquired by Amazon. Apart from gaming, Twitch offers nearly everything you’d want to watch: live cooking classes, sports competitions, music concerts, Q&A sessions - and now, fashion shows.

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