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    Burberry to Debut Catwalk Collection via Animated GIFs on Twitter

    By Lauren Indvik | Mashable – Mon, Feb 20, 2012

    Watch the Burberry S/S 2012 womenswear collection show here beginning at 4 p.m. BT (11 a.m. ET).

    [More from Mashable: Beyond Burberry: How London Fashion Week Is Ramping Up Digital]

    Burberry is taking its Tweetwalk to the next level. After the success of last season's Tweetwalk -- an event that caused both "#Burberry" and "Christopher Bailey" to trend worldwide on the platform -- the British fashion house is once again sharing images of every look with the brand’s followers on Twitter before the models hit the catwalk -- only this time those images will arrive in the form of animated GIFs.

    [More from Mashable: Hipstamatic Releases Lens for New York Fashion Week]

    We haven't seen the images, but we do know that Burberry has been looking into the technology behind cinemagraphs, looping animations on a still background like the one below by Jamie Beck and Kevin Burgh, below. Perhaps we can expect something similar.

    In addition to Twitter, Burberry will live stream its show, a full program that includes backstage pans and red carpet arrivals at Hyde Park, beginning at 4 p.m. BT (11 a.m. ET) from Hyde Park in London via burberry.com, Facebook (an embeddable stream viewers can host on their own Facebook walls) and, for the first time, on screens at London's Liverpool Street station, Heathrow Terminal 5, Cromwell Road and LED screens outside Burberry's Bejing store. Live streams have also been formatted for viewing on Chinese social networks Sina Weibo and Youku, as well as the iPhone and iPad.

    For one week after the show, viewers will be able to purchase the collection and accompanying beauty and fragrance products on burberry.com and by appointment at 25 Burberry flagships stores around the world. The label will also be posting look to its newly launched Pinterest page, releasing its handbag imagery to social styling site Polyvore for fans to use in their fashion collages, and making the show soundtrack available for download on iTunes.

    Much has been made of the way fashion brands are using digital technology to make their biannual runway shows into global, consumer-facing events. Perhaps no brand has done this as effectively as Burberry, whose panning, HD live stream -- and accompanying tweets, Instagram shots, song tracks and more -- are reaching consumers in more territories and on more platforms than ever before Monday.

    This story originally published on Mashable here.

     

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