Christopher Bailey is renowned for being an innovator, constantly turning to the digital world to help push the Burberry brand in new and exciting ways and his latest feat is just incredible.

Tonight at 8pm (Dubai time) Burberry will be creating a dedicated advertising campaign exclusively for its Snapchat followers.

In an industry first, audiences on the platform globally will be given unprecedented access to the latest Burberry spring/summer 2016 campaign being captured in real time by none other than world-renowned photographer Mario Testino.

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Mario Testino Shoots Burberry Ad Campaign Live On Snapchat

This isn’t the brand’s first partnership with Snapchat. Last month, Christopher Bailey gave his audience a sneak peek at the spring collections before they even hit the runway. He uses the social channel to reveal outfits a day before they were presented to industry big wigs. He essentially gave his followers exclusive, virtual, front row access.

Christopher Bailey, #BoF500 at The London EDITION

Burberry’s Christopher Bailey

In this new Snapchat partnership Christopher will take the audience through the production of an advert campaign, showing the models, Burberry and Mario work their magic in real time. This is the first fashion campaign of its kind, giving audiences an insight into the brand and providing an interactive experience.

There’s no doubt this innovative approach should give some hope to the British designer, who along with a handful of other employees, will be receiving a pay cut due to weak sales in Asia — especially in China. “Christopher Bailey’s honeymoon at Burberry is over,” said Luca Solca, an analyst at Exane BNP Paribas in Fashion Times.

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Add Burberry on Snapchat to watch the exclusive content from the campaign shoot in London, before it disappears after 24 hours. While you’re at it add Emirates Woman to your account as well.

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