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Brief Published: 21 Sep 2020

Gen Z Social Channels TikTok & Twitch Host Catwalks

With Covid-19 continuing to restrict IRL (in real life) brand activity, luxury players are partnering with of-the-moment social media platforms to create fashion shows beefed up with interactive features. Twitch and TikTok – both of which count Gen Z as their core usership – are playing host to brands including Saint Laurent, Burberry and British designer JW Anderson.

Burberry x Twitch

Burberry partnered with Amazon-owned live video-streaming service Twitch to broadcast its Spring/Summer 2021 show on Thursday September 17. Burberry used Twitch’s Squad Stream functionality (via which four separate perspectives can be streamed within the same window) to allow multiple perspectives of the show. Viewers could also talk to each other through the platform’s chat function.

Created in collaboration with German performance artist Anne Imhof, the show’s highly cinematic, choreographed vibe was at odds with Twitch’s usual gaming-centric output. It began with a model dressing themselves in a many-sided mirrored box. Once dressed, the model pressed on one of the mirrored panels, which swung open to reveal woodlands, reflected in the box’s mirrored sides.

Stepping out of the box, the model then joined others walking through the woods towards a stage, on which American artist and musician Eliza Douglas sang. Dancers, dressed all in white, performed synchronised choreography, adding a clinical foil to the otherwise occult-like atmosphere.  

TikTok Fashion Month

Meanwhile, TikTok has partnered with French houses Saint Laurent and Louis Vuitton and British brand JW Anderson for its month-long runway schedule. The platform will host two live streams per week, each featuring a different brand’s runway show, until October 8 – when the finale, Runway Odyssey, will be streamed.

Runway Odyssey will feature shoppable collections from Puma and New York label Alice + Olivia. For more on live-stream commerce, see Covid-19 & Beyond: Leveraging Live-Stream Engagement.

For more on how fashion brands are adapting their brand communications to new digital formats, see Retail’s Unreal Opportunities and Fashion’s Digital Future.

Burberry x Twitch
Burberry x Twitch