Burberry showed its Burberry Prorsum Spring Summer 2011 womenswear collection during London Fashion Week earlier today as well as broadcasting it to its largest audience to date through in-store and online livestreams.
The show, which took place at the Chelsea College of Art and Design in London for the third season, was attended by over 1000 guests including Burberry CEO Angela Ahrendts, Sarah Jessica Parker, Serena Williams, Alexa Chung, Andy Murray, Donna Air, Cat Deeley, Aaron Paul, Eason, Douglas Booth, Gwilym Gold, Poppy Delevigne, Philip Green and British bands Life in Film, The Cheek and Ramona.
Models in the show all wore make up from the recently launched Burberry Beauty collection for the first time.
The show was broadcast live from London directly into custom-designed, digitally charged Retail Theatres in 25 flagship Burberry stores worldwide, creating the first live global simultaneous instant purchase customer events.
Following a private viewing of the show on high definition screens spanning 3x3 meters with pioneering surround-sound, customers in-store were able to buy the collection immediately through a custom-built Burberry iPad application.
Viewers all over world were also able to watch the show live at Burberry.com, through mobile, iPads and iPhones and at over 300 global online blogs and news, technology and fashion websites bringing the Burberry show and collection to its widest audience yet.
Customers at the in-store events and online were immediately able to order the widest runway assortment from the brand since it developed the 'Runway to Reality' concept in September 2009, including all outerwear, bags and Burberry Beauty, all selected by Burberry Chief Creative Officer Christopher Bailey.
Pre order pieces will be available to everyone at Burberry.com until Tuesday 28 September for delivery in just 7 weeks - revolutionising standard luxury industry delivery times.
British BBC Radio One presenter Greg James alongside British musician and Burberry ad campaign model George Craig hosted exclusive Burberry entertainment from backstage and the red carpet in London, which was also streamed live online and into the Retail Theatre events.
An on demand version of the full show and accompanying content is available on Burberry.com.
Burberry, which is headquartered in London and a member of the FTSE100, was founded in 1856.