The team at Models Direct were recently invited, along with the rest of the world, by Burberry to celebrate the city of London, through three live shows held all at once. Blurring the lines between digital and physical, the famous British fashion brand brought the event from the Hyde Park catwalk to the world, via a live recording which was streamed online.
Models Direct spoke with Christopher Bailey, the Chief Creative Officer of Burberry about the event. He remarked that the last twelve months in London had been incredible, and the shows were a way for the brand to celebrate the ‘distinctively British’ combination of innovation, craft and design found in this city. Bailey went on to say that Burberry wanted people from around the world to share in the experience of the show, to bring a smile to their face, whatever country they happened to be in.
More than 1500 guest attended the Burberry Womenswear, Spring/Summer 2013 show, which was held at a custom built catwalk in the middle of Hyde Park. According to Models Direct, the show featured Florence Brudenell Bruce, Julia Roitfield, Tali Lennox, Suki Waterhouse and Laura Bailey. But for those who were unable to attend, Burberry.com managed to bring all of the facets of the live shows to audiences across the globe.
The team working at Models Direct were able to use their smartphones to watch the shows, and the Spring/Summer collections in more detail than they ever had before. When they visited the brand’s website, they were able to enjoy the Burberry World show section of the site, by connecting through the brand’s Facebook page and unlocking customised content.
In addition to being broadcast online, Models Direct say that the show was also streamed on one of the world’s tallest retails screens, on Regent Street, where approximately 500 people stood and watched the show from outside the Burberry flagship store. On top of this, the three shows were linked across an online social steam, which integrated content in real-time from the event in London to Instagram and Twitter.