Luxury fashion retailer Burberry will unveil its spring collection on Snapchat the night before its London Fashion Week (LFW) runway show.

Burberry is hoping to drum up hype among Snapchat’s 100m users by running a show on the social network on Sunday (September 20).

Snapchat users will be able to see the collection as the finishing touches are applied to each item in the Burberry design studio at Horseferry House in London.

Burberry chief creative and chief executive officer Christopher Bailey said the retailer is using Snapchat to offer a “real time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway”.

The show will broadcast on Burberry’s Snapchat account and later disappear after 24 hours.

The luxury brand will also run a ‘Burberry Live Story’ on Snapchat that will be available for 24 hours on Monday, the morning of its runway show.

The Live Story will involve crowd-sourced video and images from the Burberry runway show and aims to provide access-all-areas coverage of the show.

Burberry’s runway show is taking place at Kensington Gardens in London and will feature a performance from singer-songwriter Alison Moyet accompanied by a 32-piece orchestra.

Burberry launched its Snapchat account in February in order to showcase its autumn collection.

It has also used it to broadcast its ‘London in Los Angeles’ event that starred Cara Delevingne, Naomi Campbell and Jourdan Dunn.