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Burberry to live stream London show on LINE

Burberry has partnered with LINE for live streaming its upcoming Prorsum womenswear show in London for Japanese users.

Burberry Chief Creative and Chief Executive Officer Christopher Bailey, said the collaboration will help them share Burberry’s culture of design to audiences in Japan.

Users of Burberry’s LINE official account will be able to watch the Burberry Prorsum Autumn/Winter 2015 Womenswear runway show, live from London Fashion Week on 23 February using the mobile live cast functionality LINE LIVE CAST.

Burberry has also collaborated with LINE to create a series of Cony and Brown digital stickers, with both characters dressed in iconic Burberry trench coats and cashmere scarves designed for the platform.

The stickers will also be available exclusively to LINE users in Japan from mid-February.

“This is a huge step for LINE as it continues to grow its brand and expand globally. We look forward to working with Burberry to provide users with uniquely enjoyable and revolutionary experiences achieved by connecting an increasingly smartphone-oriented fan base with one-of-a-kind luxury fashion available both in-store and online,” said LINE Chief Executive Officer Akira Morikawa.

Burberry said starting June 2015, its licensed products in Japan will be replaced with the Burberry global product offering including its British made heritage trench coats and scarves.

It has 16 stores in the country, including stores in Kobe, Ginza Marronnier Dori and Roppongi in Tokyo. The brand opened a new store in Omotesando, Tokyo in November 2014.