Tisci's Burberry designs exclusively available on social media

Limited-edition designs from fashion brand Burberry will be available exclusively via the company’s Instagram and WeChat accounts from 5:30pm GMT today (Monday 17 September).

The social distribution will follow chief creative officer Riccardo Tisci’s inaugural runway show at London Fashion Week, and it represents the first time the brand has created such as a bespoke digital selling experience for its social channels.

The collections will be available for 24 hours through a series of releases, which will also see Burberry’s London flagship store at 121 Regent Street visually transformed. In addition to displaying the new releases, the store will also be divided into individually themed rooms which showcase the past and future Burberry brand experience.

Standing at the heart of the store is ‘Sisyphus Reclined’, a three-floor scaffold immersive and interactive commissioned art installation by Graham Hudson which will remain there until the start of October.

London Fashion Week and social responsibility 

Tisci will present his first collection for Burberry at 5pm today, as London Fashion Week approaches its finale tomorrow.

Having come in for criticism in recent months after it revealed that it burned £28.6 million worth of its unsold clothes, perfumes and accessories last year in the name of brand protection, Burberry has announced several positive public relations messages in the build-up to London Fashion Week.

It has confirmed that it will no longer use real fur, starting with Tisci’s debut runway collection, while it has also stop the practice of destroying unsaleable products with immediate effect.

Marco Gobbetti, Burberry CEO, commented: “Modern luxury means being socially and environmentally responsible.

“This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products."

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