With London Fashion Week in full force across the pond, Burberry's Christopher Bailey unveiled his latest women's spring collection in an innovative way. This time, anyone with a smartphone was able to watch the runway from the comfort of their own home through short Snapchat videos.
In a first for the British fashion house, Burberry partnered with the social media app to bring a live 24-hour story documenting everything about the new collection, with exclusive backstage footage. Viewers were also able to purchase the collection online almost instantly as it was being shown on the runway.
Followers of Burberry on Snapchat were able to get a peek inside one of the most anticipated fashion shows --we spotted Cara Delevigne, Kate Moss, and Benedict Cumberbatch on the front row.
The presentation, entitled "Functionregalia," also included key pieces from the 2016 menswear collection. Models walked to a live soundtrack by British blues singer Alison Moyet, who gave a jaw-dropping performance accompanied by a 32-piece orchestra.
Watch the runway video, below, and follow Burberry on Snapchat.