Burberry said it has become the first fashion brand to team up with gaming streaming platform Twitch to livestream its next fashion show. Instead of a catwalk, Twitch will play host to a browser. A chat function will create a “personal and inclusive experience”, according to the brand.

For Burberry’s spring/summer 2021 show, guests can experience the catwalk show live on the Amazon-owned platform on 17 September 2020. No guests will attend in person and instead, guests will be immersed virtually. Burberry will show various angles of the show at once through one livestreaming window.

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.”

New York Fashion Week is currently taking place via live stream. Burberry was the first luxury brand to livestream a catwalk show in February 2010.

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