Burberry Prorsum Spring - Summer 2016 Ready to Wear

ON the face of it, it was the usual fanfare at the Burberry Prorsum show in Hyde Park: there were stressed ushers in day-glo jackets directing traffic with military precision, headset-wearing security at every check point, and suited staff guiding show goers to velvet upholstered seats. Even, the same familiar front row: Burberry girls, Kate Moss, Cara Delevingne, Suki Waterhouse, and Jourdan Dunn, in addition to Sienna Miller, Paloma Faith, and Benedict Cumberbatch. But this season was quite unlike any other, because to see Burberry's spring/summer 2016 show, you didn't actually need an invitation. You just needed Snapchat. The collection, pretty much in its entirety, was unveiled on the app as of 7pm last night. Trust Burberry to come up with a first. And another: Sephora streamed the first ever live runway beauty tutorial on YouTube. No one can say Burberry is behind on the digital up.