Designers are capitalizing on social media in big ways this season. At NYFW, Misha Nonoo broke the mold when she unveiled her spring collection on Instagram and enlisted a group of fashion insiders to wear the new pieces in photos posted to their personal accounts. And now Burberry, too, is taking on the tech set and completely reinventing the runway experience.

The U.K. label is going full-on millennial and launching the first-ever show on Snapchat—which we would argue is the hottest app in fashion right now. Starting at 2 pm EDT (or 7 pm in London) on Sunday September 20, the day before the official runway show, Burberry will preview the new collection live from its design studio in London. Followers of the brand’s Snapchat will get an exclusive sneak-peek at the full Spring 2016 lineup as the finishing touches are made.

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After the initial reveal disappears from the feed, Snapchatters can follow all the chic action straight from Kensington Gardens on the day of the show. The Burberry Live Story will offer virtual VIP access to the runway, front row, backstage and beyond—for 24 hours only, of course.

Add Burberry on Snapchat now for the ultimate look at London Fashion Week, plus see ourcomplete directory of the must-follow accounts on the app. (Or, if you’re a Snapchat newbie, here’s a step-by-step guide to bring you up to speed.)


Images: Getty; Courtesy of Burberry

Via: HarpersBazaar.com