Burberry break-in
Burberry autumn/winter 2016 Snapchat campaign, London

Burberry break-in

London – To preview its latest collection Burberry launched an elaborate Snapchat campaign inspired by a fake heist.

Burberry autumn/winter 16 Snapchat campaign, London Burberry autumn/winter 16 Snapchat campaign, London
Burberry autumn/winter 16 Snapchat campaign, London Burberry autumn/winter 16 Snapchat campaign, London
Burberry autumn/winter 16 Snapchat campaign, London Burberry autumn/winter 16 Snapchat campaign, London

London – To preview its latest collection Burberry launched an elaborate Snapchat campaign inspired by a fake heist.

  • Luxury brands are using social media to build hype around catwalk collections
  • Burberry has previously collaborated with photographer Mario Testino to shoot straight to Snapchat content

In an artfully staged heist, two models are pictured on CCTV screens breaking into the brand’s Regent Street store. The series of Snaps show the models doing their best impression of James Bond, entering a room protected by a series of laser beams before finding the locked up autumn/winter 2016 collection, which they then dress in. At the end of the Snap Story, they are finally busted by a security guard who finds them tucking into desserts at the Burberry café.

‘While a few sneak peeks have been revealed in numerous cases at brands such as Topshop and Mulberry, Burberry is the only example of a brand thinking outside the box to appeal to its digital audience,’ says Rachel Arthur, founder of digital platform Fashion & Mash.

The campaign reminds us of the aesthetic borrowed by Harvey Nichols for its recent loyalty campaign in which shoplifters appeared as the stars of the ads, and reflects a growing number of luxury brands that are experimenting with more rebellious communications.

What This Means

From live streaming shows to shoppable Instagram previews, luxury brands are experimenting with new ways to use social media. For more on the innovative new brands that are taking the s-commerce market by storm, see our Social Commerce market report Part 1 and Part 2.

Discover More News
SXSW London 2025: Designing with empathy and reimagining Time magazine’s legacy

News

SXSW London 2025: Designing with empathy and reimagining Time magazine’s legacy

On day three of SXSW London, the design track spotlighted the future of design in an AI-driven world, with speakers urging designers to focus on wh...
Design : Technology : Media
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Fashion : Retail : Advertising
Stat: UK shopping centres lag in EV charging infrastructure

News

Stat: UK shopping centres lag in EV charging infrastructure

A new study by Zenith, a UK leasing and fleet management firm, reveals that 20% of the country’s shopping centres lack any electric vehicle (EV) ch...
Electric Vehicles : EV : Charging Points
SXSW London 2025: The Store of 2050 and Minecraft’s chicken jockey opportunity

News

SXSW London 2025: The Store of 2050 and Minecraft’s chicken jockey opportunity

On day two of SXSW London, the panel Retail Remix: The Store of 2050 brought together executives from Co-op, Mondelez International and creative ag...
Pop Culture & Media : Technology : Branding
Nike and Lego team up on creative play experiences and products

News

Nike and Lego team up on creative play experiences and products

Nike and the Lego Group have launched a global partnership to inspire kids through active and creative play, combining sport and imagination.
Technology : Nike : Lego
Stat: Consumers globally are buying clothes they never wear

News

Stat: Consumers globally are buying clothes they never wear

According to Statista Consumer Insights, a notable number of shoppers admit to buying clothes they never wear – a wasteful habit most common among ...
Fashion : Retail : Sustainability
SXSW London 2025: Biological age, AI-powered abundance and Substack’s in-person future

News

SXSW London 2025: Biological age, AI-powered abundance and Substack’s in-person future

The first edition of SXSW in London brought hundreds of visitors to Shoreditch for a mix of music, film, experiential workshops and forward-thinkin...
Pop Culture & Media : Global Events : Wellness
QuiteLike unveils rebranding to inspire joyful home cooking

News

QuiteLike unveils rebranding to inspire joyful home cooking

Meal kit brand QuiteLike has unveiled a striking rebranding designed to elevate dinnertime beyond mere convenience.
Food And Drink : Advertising & Branding : Design
Stat: US teen beauty spending soars to record high fuelled by fragrance boom

News

Stat: US teen beauty spending soars to record high fuelled by fragrance boom

Teen beauty spending in the US has surged to record levels, according to Piper Sandler’s latest Taking Stock With Teens report.
Beauty : Gen Alpha : Gen Alpha Consumers
Oura flips the script on ageing in new Give Us the Finger campaign

News

Oura flips the script on ageing in new Give Us the Finger campaign

Oura is challenging cultural norms around ageing with its latest brand campaign, Give Us the Finger.
Health And Wellness : Longevity Lifestyles : Technology
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN