See the Awesome Burberry Collection That Debuted on Snapchat

For its latest collection, titled Functionregalia, the always tech-savvy Burberry did something no brand has ever done before: It staged a Snapchat show that involved previews of the collection, a glimpse into the design studios, live red carpet reactions, and an Anna Wintour cameo. The collection itself took brand standbys like the trench coat and English lace dresses into a younger direction with looser shapes, sheer paneling, and brightly coloured patterns. The chain-embossed sandals and edgy biker jackets only added to the youthful vibe. Burberry may be a heritage brand with a long history, but this collection—and its digital launch—are proof that you can be incredibly relevant despite that.

Click through the gallery below to see the full collection.