Twitter sees Burberry designs before catwalk debut

Tue 20th of September 2011, filed under Social Media

Twitter preview

Burberry has given its Twitter followers an exclusive preview of its Prorsum Spring/Summer 2012 collection, in a first for the fashion industry.

The British fashion brand announced yesterday that the first ever Tweetwalk would be starting at 4pm, revealing "SS12 looks will be on Twitter before the runway". The account then live-tweeted photos of the models wearing the designs backstage at London Fashion Week. This allowed Burberry's 500,000 Twitter followers to see the collection before the audience at the show, consisting of celebrities, journalists and the fashion elite. Burberry was a trending topic on the social media site by 4.15pm.

Burberry also passed control of its 88,500-follower Instagram account to photographer Mike Kus during the event. Finally, the brand's Facebook page? which has over 8.3 million fans? featured a live video feed of the show.

Fashion goes social

Burberry has already made its name as a forward-thinking company, after launching an iPad app and streaming its London Fashion Week 2010 show to 25 stores around the world.

theEword's managing editor Richard Frost said: "The Drum recently reported that Burberry was the FTSE 100 company with the most Twitter followers, Facebook fans and YouTube channel views. It seems this is one company that has really grasped the idea of engaging with consumers and creating a sense of the brand being accessible and exciting, which is surely very important in an industry like fashion."

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