BURBERRY SET TO PREMIERE NEW COLLECTION ON SNAPCHAT BEFORE THE LIVE RUNWAY SHOW AT LONDON FASHION WE

Note down Sunday 20th September in your diary all you burberry lovers because the Spring/Summer 2016 collection will premiere at 7PM BST (2PM ET) in the messaging app. It will disappear after 24 hours like any other regular snap message, so it is crucial you keep your phones close.

The preview will reveal the collection looks "as finishing touches are being made, captured live from the Burberry design studio in London", the firm said.

Burberry's London Fashion Week show kicks off on Monday at 1PM. On the day of the show, Snapchat is curating a montage of crowd-sourced images and video from fans, models, and designers "giving and access all areas vantage point" to areas like the red carpet and backstage. This will start at 12PM on Monday and will be live on the Snapchat homepage for 24 hours.

"With Snapchat, (co-founder and chief executive) Evan Spiegel has created 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," Burberry chief Christopher Bailey said in a press release.

The brand is no stranger to partnering with social media platform, last year at London Fashion Week in September, Burberry partnered with Twitter to allow users to buy certain items via the social media service as soon as the model appeared wearing the piece of clothing or makeup.

Earlier this week alone, Burberry became the first-ever fashion brand to launch its own channel on Apple Music.

"This partnership with Apple Music is an exciting next step in a long-standing relationship with Apple and in our support of emerging British talent," a spokesman for the brand told WWD. "The platform is a perfect fit for us because it allows us to take our unique collaborations with British musicians both new and established to as many music fans as possible and in a deeper and more connected way than ever before."

It's exciting to see these platforms being used in creative and innovative ways.