• Karoline Gross

My Theresa x Burberry shoppable runway show

Updated: Feb 17


This week we went live with an extremely exciting project that we have had to keep under wraps for a while. Monday night saw the start of the S/S 2017 Burberry runway show at the beautiful Maker's House building in Soho. Smartzer partnered with womenswear e-commerce site My Theresa to make the Burberry runway show video entirely shoppable on the iconic British brands own page of the luxury Womenswear website.


We applied our video technology to add an interactive functionality, which enables customers to shop directly from the Burberry runway. A hover effect appears on each look that the viewer can click to show a pop-up displaying each product within the look with the option to purchase. Clicking on ‘Shop Now’ will take the customer to the relevant product page on My Theresa where they can continue the transaction.


Burberry is a key brand seeking to bridge the gap between fashion and technology and stay on top of digital innovations. We are pleased to have had the opportunity to apply our interactive video platform to their latest digital runway show. There was a significant amount of press surrounding the fashion brand before LFW had even begun, due to their “see now, buy now” decision regarding their products. This is a move that other designers are making and heralds a new, exciting change for fashion week.


"See now, Buy now" means that all of the modelled runway looks were available for immediate purchase after the show. As a result, customers no longer need to wait for the looks to reach the stores or sites. The shoppable, interactive video element creates more engaging content, encouraging exploration of the SS 2017 collection. The luxury brand is currently one of the most anticipated shows of every LFW. We are sure that this collaboration between runway and streaming commerce will excite fashion fans.

The interactive experience can be found and explored on the My Theresa website. We are extremely proud and pleased with the outcome of this project, so do please leave any feedback or tweet us @smartzer.


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