Always at the cutting edge of technology, Burberry became an early adopter or Twitter's streaming app, Periscope, last night at its fashion show in Los Angeles.
The British fashion retailer broadcast its "London in Los Angeles" themed show -- which featured marching Grenadier Guards, British celebrities like James Corden, Naomi Campbell and Cara Delevingne and live performances by musicians including Tom Odell -- via the app, which was only launched by Twitter a month ago. Burberry also used texting app Snapchat to communicate, allowing fans to see preparations for show, which took place at L.A.'s Griffith Observatory, from their phones.
For its last major show, in London, the brand used Japanese emojis in a partnership with Japanese messaging app Line. It's also recently experimented with Chinese app WeChat and iPhone videos. It's also collaborated widely with Twitter in the past, including 2012's Tweetwalk.