Bosses at British fashion house Burberry will debut their spring/summer 2021 season via the Twitch platform.
It is the first fashion house to partner with Twitch, which is usually regarded as a streaming service for gamers, announced its latest collection will be livestreamed on the Burberry Twitch account (https://www.twitch.tv/burberry/squad), at 1 pm BST on 17 September.
The show will allow viewers to immerse themselves in a fashion show set in the British outdoors, as well as chatting with virtual guests and experiencing music and arts.
In a press release, Rod Manley, chief marketing officer at Burberry, said in a statement: "Burberry has always been a brand of firsts and partnering with Twitch continues this legacy. 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."
Twitch executive Adam Harris added: "Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience. There is great overlap between the Twitch and Burberry superfans, creating a hugely impactful synergy between the two brands."