Burberry‘s ready-to-wear fall 2016 show, which will take place during London Fashion Week and will feature the brand’s first ever #seebuywear collection, will be presented in collaboration with Apple TV. Those who have access to this service will be able to watch the runway through a livestream, which will be originating on Feb. 22 at 1pm (UK time) in Kensington Gardens in London. This is an important transition for the fashion industry as it becomes increasingly more based in the world of entertainment on a more global scale.
The televised show will be a total experience, complete with a musical performance by Jake Bugg, a British musician. And immediately when the final look is finished walking the catwalk, various pieces from the collection will be available online and in the British label’s flagship locations. For those watching from an Apple TV, viewers can request contact with service representatives from Burberry in order to pre-order the pieces selected for the shoppable aspect. Moreover, by using the TV’s remote it’s easy to rewind and rewatch the looks come down the runway. This can help make sure viewers choose the perfect looks for them, as they will be able to look closer at the details of the garments. All consumers need to do is download the Burberry App on their TV and be ready in front of their device when the show goes live from London.
But this isn’t quite restricted to people that own an Apple TV. If you don’t have access to one of the high tech devices, the livestream will be available on Burberry’s website. So no matter which way you’re able to tune into the livestream, make sure to have your credit cards ready so you can immediately put in your order for whatever looks walked the runway that you absolutely can’t live without.
“From livestreams, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve,” said the innovative CEO and CCO of Burberry, Christopher Bailey, in an interview with WWD earlier in February.
Burberry will likely continue to test the boundaries of the fashion industry in the future, as it was one of the first labels to explore this option of an immediately shoppable collection, and the success of this venture will likely determine how other designers choose to proceed with possibilities like this for future runway showings.
Photo courtesy of Burberry