The British super-brand are making history today with a campaign stream on Snapchat.

Snapchat’s for more than just selfies with rainbow effect selfies you know. Continuing on from their groundbreaking use of the app to showcase parts of their SS16 show in September, Burberry are sharing their campaign shoot on the social media platform right now.

The campaign footage – shot by legendary fashion photographer Mario Testino and featuring newcomers like Misha Hart and Ruth Bell – is available exclusively for Burberry’s Snapchat followers for 24 hours only before it disappears: and we’re over halfway through so get following Burberry if you haven’t already.

The immediacy of this innovative presentation clearly appeals to Creative Director, Christopher Bailey, who 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.” The ever-current Testino added that “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.” It all sounds – and looks – good to us, but it’ll be gone before you know it.

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