Image Courtesy – Burberry

Burberry is the first luxury brand to partner with Twitch, by creating a unique fashion show experience for a digital audience in unprecedented times, hosted by Erykah Badu, Rosalía, Steve Lacy and Bella Hadid.

Amazon-owned Twitch streamed the Burberry Spring/Summer 2021 show from London Fashion Week, demonstrating its potential for luxury marketers. The hour-long stream garnered approximately 42,000 concurrent views. The show marked a radical departure from Twitch’s usual content — live streaming mega-hit video games such as Fortnite and Call of Duty. Twitch is confident that luxury fashion has a place on the platform, says Adam Harris, global head of brand partnerships at the company.

Twitch is a live community-based experience. People are able to simultaneously watch something and discuss it in real time. This unique show opens up a whole host of digital opportunities for Burberry.

For this collection named “In Bloom”, Chief Creative Officer Riccardo Tisci celebrates the emblems and hallmarks of the fashion house – its character, its nature, its unique DNA, and remasters them with a dynamic modern energy. Inviting the internationally acclaimed artist Anne Imhof to collaborate, Riccardo has curated a unique show experience – a play of aesthetics, ideologies and tensions, between unbridled natural instincts and focused precision, between rules and rebellion. Burberry has always offered the freedom to explore the new and the unknown – these times suggest a redress, a reset, a new way of thinking. A new environment to explore.

Riccardo’s collaborative creative partnership with Anne Imhof, an artist synonymous with her groundbreaking endurance performances and installation works, offers a collision of fashion and art. Together, the duo have conceived a fashion show as a performance: staged for a digital audience, the show experience is designed as an installation exploring the freedom of expression – transforming fiction into fact as the real becomes unreal.

As part of Anne Imhof’s art environment, her long-term collaborator, fellow artist and musician Eliza Douglas performs – her music provides a unique real-time soundtrack, further exploring the blurred boundaries between art, fashion and live events.

In line with Burberry’s previous two runway shows, this experience will be certified carbon neutral. Measures are taken to reduce the presentation’s environmental impact before offsetting any remaining emissions through Burberry’s Regeneration Fund. The Burberry Regeneration Fund supports a portfolio of carbon insetting and verified carbon offsetting projects, mapped to the footprint of our business. For the Burberry Spring/Summer 2021 show, certified projects in the US and China were a natural fit due to the presence of our operations in these geographies and the strength of the programs.

All Images Courtesy – Burberry