Burberry staged the first live-streamed fashion show at London Fashion Week in 2010.
The British luxury brand used digital streaming to broadcast its runway presentation to viewers beyond the invited audience in London. The move became an important example of a fashion house using the internet to widen access to a traditionally exclusive event.
Burberry was already known for experimenting with digital communication, social media and online retail. Its 2010 London presentation helped establish live runway streaming as a practical tool for fashion marketing and audience engagement.
This fact is distinct from later “see now, buy now” strategies, in which brands make collection pieces available for purchase immediately after or during a show. Live streaming concerns how an audience watches the presentation; it does not by itself mean the collection was sold at the same time. Burberry’s presentation is remembered for the streaming milestone.