Burberry Shoots Spring 2016 Campaign Live on Snapchat in a Fashion First

From live streaming fashion shows to previews on Instagram, fashion brands have been slowly opening their exclusive doors to consumers on social media. Now, Burberry is giving fans behind-the-scenes access to it’s spring 2016 campaign photoshoot via Snapchat — a first for the fashion industry. 

Following the high-end brand on Snapchat means you'll be able to watch their Spring 2016 campaign shoot with Mario Testino live and in real time.

Legendary fashion photographer Testino, who's work has been published in magazines like Vogue and Vanity Fair, is shooting the brand's classic, yet enchanting spring/summer 2016 looks from London Fashion Week in September. 

While shooting the campaign, Testino will post live content to the brand’s Snapchat (search Burberry) starting at 12 p.m. EDT, 5 p.m. GMT on Wednesday. 

"Fashion is all about moving forwards," Mario Testino tells Mashable. "I love fashion and it’s great that other people that love fashion are also able to participate in the conversation in multiple different ways. We have to innovate all the time to drive fashion forward and I think this is just part of it."

“We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible, just as we did with our runway show last month," Christopher Bailey, Burberry's chief creative and chief executive officer, said in a press release. "Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.”


The campaign features British models and Burberry favorites including it-girls and twin sisters Ruth and May Bell. 

This is not Burberry’s first experiment with the photo sharing app. A day prior to the brand’s London Fashion Week show, Burberry previewed the collection for it’s Snapchat followers and dedicated a live story to the event. 

The full print campaign will be revealed in January 2016.

[By Hayley Wilbur] [Read More] [From Mashable.com] [Images From Mashable.com]