Luxury British heritage brand Burberry is to stream its London Fashion Week show live at Piccadilly Circus.
Burberry will stream its Prorsum womenswear autumn 11 show, which will take place at 4pm on February 21 at Kensington Gardens, to over 150 countries online and at 40 live events. The show will be streamed live on the 32 metre digital screen at Piccadilly Circus, which is a first for any brand.
The show will also be streamed into Burberry’s flagship stores as part of the 40 live events. The catwalk show will be able to be viewed online at Burberry.com. For one week viewers will then be able to buy the runway collection immediately after the show.
Burberry chief creative officer Christopher Bailey said the stunt would be “an immersive, interactive and entertaining experience”.
“We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are.
“Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show.”
Burberry has been at the forefront of digital innovation and opened its ‘Runway to Reality’ ordering service to the world on its website last month. Burberry live streamed its Prorsum menswear show at Milan Men’s Fashion Week on its website and gave shoppers a chance to place immediate orders from the autumn 11 collection.