British luxury fashion house Burberry is releasing a see-now, buy-now collection exclusively on Instagram and WeChat.
Limited-edition pieces from the collection, the first released under the Burberry label by designer Riccardo Tisci, will be made available through 24-hour product releases on the two platforms. The inclusion of WeChat on the see-now, buy-now program illustrates the importance of the Chinese market for the brand.
A physical sale for the collection will be held in the Regent Street, London flagship store at 5.30 pm on September 17, immediately after Tisci’s runway presentation at London Fashion Week. The store will be visually transformed under a Tisci-designed concept for the 24-hour sale.