Burberry Digital Runway Experience
Role: Digital Producer
The Ask:
How do you give the world a front-row seat to a fashion show that only a few can attend in person?
Burberry, renowned for its digital innovation, tasked the team with creating a runway experience that extended beyond the physical show. The challenge was to make the live stream engaging, intuitive, and navigable while also providing access to the collections immediately.
The brief, ensure audiences who couldn’t attend the show could still be part of the experience and shop the looks in real time. This meant elevating the live stream, guiding audiences smoothly through the site and making Burberry’s digital channels feel as compelling as being at the show itself.
The Solutuion:
Turning a runway into a global, interactive experience.
To bring Burberry’s vision to life, as the producer I collaborated with teams across design, music, events, film, and merchandising to create a seamless digital runway experience. Every detail was considered: from enhancing the live stream to ensuring intuitive navigation through Burberry.com, so audiences could move effortlessly from show to product, all while maintaining a beautiful, cinematic presentation that reflected Burberry’s iconic style.
A centre piece of the solution was the enhancing the ‘Shop Drop’, a first-of-its-kind feature that made every look from the runway immediately available to purchase online as the show unfolded. This innovation transformed this experience from just watching the runway into an interactive, visually compelling shopping moment, letting fans worldwide participate in real time.
By combining live streaming, striking imagery, social engagement, and instant commerce, we created an experience that felt exclusive yet accessible. Blending storytelling, technology, design and fashion into a single, memorable digital moment.
The Impact:
What happens when fashion, technology, and commerce collide?
The campaign brought the runway to audiences around the world. Engagement on Burberry.com increased. as users explored the live stream and navigated seamlessly through product pages. The ‘Shop Drop’ feature drove immediate interest, with fans purchasing pieces in real time as they appeared on the runway which led to the shop being sold out within a few days.
Beyond clicks and conversions, the experience reshaped how audiences perceived digital fashion shows. It set a new standard for interactive, shoppable runway moments and demonstrated the power of blending storytelling, technology, and commerce.
