TWITCH : the e-sports streaming platform that fashion brands have turned to during the pandemic. 🕹Twitch is known for being the biggest streaming platform for e-sports; however, recently it started being used for many streams from politics to fashion and makeup.
BURBERRY pioneered the partnership with Twitch back in 2020 for the Spring-Summer 2021 collection; it could be viewed through the Squad Stream feature, which allows guests to view the show in one single window as well as chat through the chat feature. Later that year DIOR also followed suit and streamed their menswear collection for Fall-Winter 2021 on Twitch.
Brands are starting to step outside their comfort zone and explore new platforms, which can allow reaching new customer groups such as Gen Z and the gaming community!
Image credits: @nssmagazine