Burberry has partnered with Twitter to offer users of the social media site the chance to capture pictures of its London Fashion Week (LFW) womenswear show live from the runway later today (23 February).
By tweeting #Tweetcam to the @Burberry Twitter account, users will trigger a camera to take a photograph from the best vantage point within the show space as the models walk down the runway.
Each picture is then personalised with the user’s Twitter handle, a time stamp of the moment the image was taken and then tweeted back to them.
The luxury fashion house, known for its forward-thinking digital and social activity around its LFW shows, has previously worked with Twitter on a number of initiatives. In 2012 Twitter provided an in-tweet live stream of Burberry's Spring/Summer show, and last September the fashion brand sold its products through Twitter Buy Now functionality.
Burberry has also extended its social activity reach in Asia with a new parternship with Japanese messaging app Line. Using the app's Live Cast function Japanese users will be able to access a live stream of the show which takes place today at 1pm.