Items from Riccardo Tisci's first Burberry collection to be made available on Instagram and WeChat
Burberry is to make items from its new chief creative officer’s first collection for the brand available for 24 hours through a series of releases on social media.
Riccardo Tisci’s limited edition designs will be available exclusively via Burberry’s Instagram and WeChat accounts from 5.30pm on 17 September, following Burberry’s London Fashion Week runway show.
The move will mark the first time the brand has created a bespoke digital selling experience for its social channels.
In addition, Burberry’s London flagship store in Regent Street will be visually transformed by Tisci and will also carry the 24-hour releases. Opening on Saturday 15 September, the store will feature individually themed rooms which celebrate Burberry’s past and future products. There will also be a three-floor scaffold art installation by British artist Graham Hudson that will remain in the store until the beginning of October.
Last week Burberry announced that it will no longer use real fur starting with Tisci’s debut runway collection. The brand also said it will stop the practice of destroying unsaleable products with immediate effect as part of its five year responsibility agenda.
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