My Theresa x Burberry shoppable runway show


This week saw us go live on an extremely exciting project that we’ve had to keep under wraps for a little while. Monday night saw the S/S 2017 Burberry runway show take place in the beautiful Maker’s House building, in Soho. We 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 and once clicked, a pop-up will appear 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.


As Burberry are a key brand trying to bridge the gap between fashion and technology, and champion digital innovations, we are so pleased to have had the opportunity to apply our video tech to their latest 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 the product. This move, also being made by other designers but that's a subject for another day, heralds a new and exciting change for fashion week. "See now, Buy now" means that all of the looks being modelled on the runway were available to purchase almost immediately after the proceedings were over, and there is no more delay or waiting for those looks to hit stores or the website. The interactive element of the video will make for more engaging content, and encourage exploration of the pieces that Burberry have put together for 2017. As the luxury brand is consistently one of the most anticipated shows every LFW, we are sure that this collaboration between the runway and shoppable tech, will excite fashion lovers even more.

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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