Burberry break-in

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.