Burberry has announced that they will drastically change our shopping trips by streaming live catwalk shows into 25 flagship stores worldwide, allowing customers to buy pieces straight off the runway in-store and online.

The fashion house has launched in-store “Retail Theatre” environments which will have realistic elements such as enhanced acoustics and visual technology designed to give Burberry customers front row access to new lines.

“’Burberry Retail Theatre' is at the heart of our retail growth strategy. This investment in cutting-edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide,” said Angela Ahrendts, Burberry Chief Executive Officer.

The first live ‘virtual trunk show’ event will broadcast the brand’s Spring/Summer 2011 womenswear on 21 September. The lucky customers selected today by digital invitation will have access to the collection in-store using iPads with a custom-built Burberry app to browse through key pieces.

Welcome to the ultimate shopping experience!

Check out the top looks from the Burberry catwalk on Tuesday 21 September and come back later today for the first shows hot off the New York runways!


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By Elena Andreou