Burberry to live-stream show directly to smartphones in Japan

Burberry to live-stream show directly to smartphones in Japan

Lining up...

Burberry has signed a new deal with Japanese technology firm 'Line' enabling the luxury British fashion house to live-stream its future runway shows directly onto smartphones in the Japanese market

The innovative new partnership with Line marks a first for the British fashion house in Japan – a country where Burberry aims to overhaul its image and distribution. Later this year, in June, Burberry plans to take its Japanese-based business in-house and showcase collections that are in line with its worldwide offer to the lucrative Asian market.

With the announcement of its new collaboration with Line, Burberry have also revealed a new license with Sanyo Shokai for its Blue and Black label collections, which are targeted at building a younger client base.

Burberry is currently booming in the East Asian region with 16 stores already opened, and the first show to be live-streamed with Line will be the Burberry Prorsum women's collection on February 23 from London Fashion Week.

Burberry's chief creative and CEO 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."