Burberry has taken to Twitch to debut its SS21 collection in yet another step towards the fashion’s integration in the world of gaming.
Acknowledging that Gen Z is predicted to make up 60% of the entire luxury market by 2026, high-end fashion has been flocking to the world of gaming, eager to cash in on what is now a major platform for promoting cultural trends. And, in a move that marks a whole new era for Twitch, Burberry just became the first ever luxury brand to broadcast a runway on the fast-growing live-streaming service.
With the intersection of gaming and fashion steadily gaining traction, it’s become increasingly apparent that the two can go hand in hand in terms of marketing. The ground-breaking partnership – which saw Burberry debut its stunning SS21 collection to 42,000 viewers – was not only a means of adapting to pandemic restrictions, but yet another step towards assimilating the industries for profit.
Streamed in ‘squad mode,’ which allowed viewers to converse through a personal and inclusive chat function, offering a range of perspectives from celebrity hosts including Erykah Badu, Rosalía, and Bella Hadid, the show was a drastic departure from the content Twitch is famous for. Exchanging smash-hit videogames like Call Of Duty and Fortnite for models and breath-taking clothing design (albeit for one hour so not to fear), the platform’s global head of brand partnerships, Adam Harris, felt confident the collaboration would succeed – particularly amongst a younger audience.
‘Gen Z is savvy,’ he says. ‘It’s quite hard to get them to engage with brands and activities, but with Twitch it’s a live community-based experience. People are able to simultaneously watch something and discuss it in real time. This opens up a whole host of opportunities for Burberry.’