Burberry teamed up with Snapchat to launch a Discover channel that appeared on the app for just 24 hours. The channel featured several videos (including one that was titled "Mr. Burberry" and directed by Steve McQueen), articles, grooming tips, and more. Burberry was the first luxury fashion label to use Snapchat-native advertising.
Italian label Valentino used its Snapchat account to give its followers a digital backstage pass to its Spring 2016 show. Its posts included a glimpse at those in attendance and a shot of its models before they hit the catwalk.
Tommy Hilfiger enlisted high-profile model Gigi Hadid to take over its account during its Fall 2016 show. Hadid let her own followers know that she'd be Snapchatting live from behind the scenes. At the same time, the brand announced its plans to collaborate with Hadid on a capsule collection. These two strategic moves stirred up massive hype.
Dior let us all hang out with its models backstage as they prepared for the brand's Cruise show earlier this year. In addition, it offered up peeks of the featured hair looks, the makeup looks, the models' behavior, and the celebrity arrivals. It also featured a quick interview with designer Raf Simons.
Michael Kors figured out a unique way to drive sales for his new Kendall II sunglasses: He turned the design into a Snapchat filter that allows shoppers to try them on before they buy. Even if they decide not to purchase, they'll at least get a taste of MK's luxe world—regardless of any sales it drives, the free filter definitely does a lot to promote the brand.
Carolina Herrera teamed up with Sweet, a Snapchat publication, to share its new Resort 2017 pieces, which were modeled by teen actress Kiernan Shipka. By using the app as the exclusive launch site for the new collection, the brand instantly exposed its new designs to the right market. (Sweet receives 15 million unique views a month.)