British fashion house Burberry continues to be a social media innovator. After hosting the first Snapchat show earlier this year to reveal looks from its upcoming collection, Burberry has now made history with its live campaign shoot for spring-summer 2016. Publishing its advertising campaign live as it was shot by Mario Testino, Burberry unveiled a look at the upcoming season with models Liam Gardner and Louie Johnson.
Discussing the label’s newest social efforts, Burberry Chief Creative and Chief Executive Officer Christopher Bailey shared, “We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible just as we did with our runway show last month. Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.”
Fashion photographer Mario Testino added, “I am so excited to be a part of this industry first with Christopher and Burberry. With the Snapchat Campaign we are hoping to change the way in which the industry traditionally views and treats fashion campaigns, opening up a completely new way of capturing and sharing content–with the result being much more instant and genuine.”