Burberry is planning to live stream its upcoming Prorsum womenswear show to consumers in Japan using a messaging app called Line.
The partnership with the Japanese mobile application will see the fashion house connect with users through real-time streaming of fashion shows as well as additional creative content.
Burberry chief creative and chief executive officer Christopher Bailey said: “This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan.”
Line users in Japan will be able to watch the Burberry Prorsum autumn/winter 2015 Womenswear runway show, live from London Fashion Week February 23. The mobile app has 181 million active monthly users around the world.
The marketing campaign will also feature manga cartoon characters Cony and Brown who will be “dressed up” in iconic Burberry trench coats and scarfs and be transformed into collectable stickers exclusively available to Line customers.
The campaign sits in line the with fashion brand’s interest in Japan with its sixteenth store opening in Omotesandō, Tokyo in November 2014.