Burberry will use Twitch to live steam its next fashion show

Burberry is partnering with video-game streaming platform Twitch for its spring/summer 2021 show.

The luxury fashion brand chose Twitch because of its innovating Squad Stream functionality, that lets a variety of hosts live stream together in a single window. According to Burberry, this will allow them to showcase multiple experiences and perspectives over the course of the virtual show.

Twitch began as mainly a video game streaming platform, letting fans of video games and content creators watch people play games live. The platform – which is now owned by Amazon – has seen a burst in popularity over the course of the global pandemic, and now it is increasingly being used by non-gamers.

The fact that Burberry chose Twitch as its streaming platform of choice also goes a long way to confirming that video games have gone mainstream in a big way.

“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,” said Rod Manley, chief marketing officer at Burberry.

It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey.”

According to Adam Harris, global head of brand partnerships studio at Twitch, the partnership will benefit both brands. “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.”

Burberry will be streaming its spring/summer 2021 show via its twitch channel on September 17, at 1PM GST (that’s 4PM UAE time). You can check it out here.

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