Burberry using Snapchat to preview its Spring collection for London Fashion Week

Burberry will debut its Spring/Summer 2016 collection on photo messaging app Snapchat ahead of its show at London Fashion Week. The fashion house will share photos and videos of finishing touches live from the Burberry design studio for a behind-the-scenes look starting at 7pm BST tonight. After 24 hours it will disappear, when its womenswear show at London's Kensington Gardens starts on Monday.

Snapchat will also curate a live channel of crowd-sourced images and video from models at the Burberry show tomorrow from designers and fans, giving a real-time updates to the public from Burberry's show, the red carpet and backstage, as it happens. Burberry chief Christopher Bailey praises Snapchat co-founder and chief executive Evan Spiegel for creating "a phenomenal platform that captures the spirit of a moment."

"We are excited to be working with him to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway," he said in a statement. Celebrity guests expected to attend Burberry's show include Anna Wintour, the editor of American Vogue, and models Kate Moss and Cara Delevingne.

The four-year-old messaging service Snapchat has become a powerful media and communications tool with over 100 million daily active users, who watch more than 4 billion videos every day. Burberry will be hoping it can reach a portion of these to convert into sales.

Burberry goes digital

Burberry has been upping its digital game to tap into a digital-savvy young demographic, particularly in emerging markets like China.

Burberry also launched a channel on Apple Music this month as it looks to continue its digital push. The company said that British singer Alison Moyet will be performing live with a 32-piece orchestra at its London Fashion Week show which will be available on Apple Music. They are the first large company to get a Music channel, and made sense since Apple's current senior VP of retail Angela Ahrendts is Burberry's former CEO.

At London Fashion Week in September 2014, Burberry partnered with Twitter for people to buy piece of clothing or makeup through the social media service as it was worn down the catwalk.

Comedy Central announced this month that it would be premiering television shows starring up-and-coming comedians, while more advertisers continue to eye the growing power of Snapchat's Discover tab featuring news organizations and entertainment companies.