By Natalie Mortimer | N/A

February 18, 2014 | 2 min read

Burberry has revealed a 'digital innovation' partnership with social platform WeChat, which will see the luxury brand grow its Chinese social media and customer base.

The long-term partnership aims to 'push the boundaries of the WeChat platform' through a series of creative collaborations and 'platform firsts'.

Burberry followers on WeChat, a mobile-based social network that allows brands and media companies to send users photos, videos, text and audio messages, will be able to view its London Fashion Week AW14 Womenswear show and personalise pieces from the catwalk.

Users will also be able to unlock exclusive audio content supplied by a senior member of the Burberry design team which provides insight into the inspiration behind the collection.

As part of the brand’s drive to create deeper, responsive experiences, followers will also be able to text Burberry to receive exclusive photos that track VIP show guests including Chinese actress Angelababy.

Christopher Bailey, Burberry CCO commented: “WeChat opens up a huge new world of opportunity in the digital space - the exciting thing for us is the deeper and more meaningful way that we are able to tell our stories using this platform.”

The Burberry Autumn/Winter 2014 customisable social experience launches today (18 February).

Fashion Week Burberry WeChat

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