In true tech-savvy style, Burberry has become the first brand to shoot and publish its advertising campaign, live as it happened through Snapchat.

The brand gave fans an unprecedented and unfiltered view into the creation and capture of the Spring/Summer 2016 advertising campaign, shot by world-renowned photographer and long-term Burberry collaborator, Mario Testino.

Mario Testino captured the full campaign and shoot via the social app. The shoot images were available to view on the account for just 24 hours.

Snapchat viewers were also the first to be introduced to the brand’s newest British campaign stars (Hayett Belarbi McCarthy, Misha Hart, Ruth Bell, May Bell, Eliza Fairbanks, Liam Gardner and Louie Johnson).

The campaign featured highlights and key looks from Burberry’s ‘Functionregalia’ collection, which hit the runway in September.

Speaking to press about the digital innovation, Christopher Bailey said:

‘We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible just as we did with our runway show last month. Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.’

‘With the Snapchat Campaign we are hoping to change the way in which the industry traditionally views and treats fashion campaigns, opening up a completely new way of capturing and sharing content – with the result being much more instant and genuine.’