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Social media has fundamentally changed our lives, from the way we communicate and consume media to how products are sold to us.  Brands have been quick to take advantage of these new technologies to create innovative new ways of communicating with their audience.  However, fashion is an industry that is traditionally slow to pick up on modern advances and most big fashion brands have little, if any presence in social media…. that is with one notable exception, Burberry, who have had a  series of successful social media campaigns.

Their latest campaign sees them team up with the GQ.com to stream the Burberry Prorsum Autumn/Winter 2010 Menswear fashion show in Milan live on the internet.  The non-commercial partnership will include live show footage followed by further exclusive content from Burberry’s menswear show including specially recorded video messages from Burberry’s chief executive and designer Christopher Bailey, as well as behind the scenes footage featuring face of the brand, Harry Potter actress Emma Watson. Some content will also be syndicated to GQ and Vogue sites throughout the world as well as Twitter.

Viewers will be able to watch the show in real time on GQ.com (with content also being streamed simultaneously on live.Burberry.com) on 16 January, at 6pm.

The tie up follows the brand’s partnership with Vogue.com last year, when the site hosted footage of Burberry’s womenswear show,  the “Art of the trench”, a social street style site in collaboration with The Sartorialist and their hugely popular Facebook fan page, which has over 750,000 fans.  Christopher Bailey has been really successful in turning round the the fortunes of this most traditional of fashion houses, embracing social media has been a key part of opening up the brand and making it more accessible to a younger, modern audience whilst communicating their strong heritage story.  It will be exciting to see what they do next, and also which other brands will be copying them.