Pictures of the models were taken just before they hit the runway and then released on Twitter. Online viewers were able to see the clothes close up before the audience.
‘The thinking behind the project was to show the craftsmanship, heritage and artisanal skill in detail,’ says Amy Elderton, Burberry’s UK public relations manager.
This is a compelling way of a brand bringing an exclusive experience to the masses without compromising on intimacy. For another example of how Burberry is using technological innovation, read our Insight news report.