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Snapchatters have 24 hours to see Burberry's new collection
[PARIS] Burberry Group's new spring-summer collection will vanish after only a day - on the Snapchat messaging application.
Pictures of the new range will be shown on the luxury-goods brand's Snapchat channel for 24 hours starting 7 pm on Sept 20. And using the app so beloved of teenagers, they will disappear after the collection is introduced at a catwalk show during London fashion week the following afternoon.
The initiative will give the UK company access to Snapchat's more than 100 million active users who watch more than 4 billion videos every day.
The Snapchat mobile application has become popular with millennials, allowing users to send pictures that disappear from the recipient's screen seconds after they have been seen. Burberry is plowing money into digital initiatives, this week introducing a channel on Apple's music service with the aim of widening its influence and reinforcing its image as a purveyor of cool.
Snapchat will also bring its "live story" coverage to Burberry's show, curating a montage of related video and imagery, including red carpet and backstage clips, Burberry said in a statement Friday. London fashion week starts today.