Burberry brings London Fashion Week to Tokyo with Line messaging app

Burberry has cemented its reputation for innovation by partnering with Line, a Japanese messaging app with huge presence in Asia.

Burberry: appealing to Asia through Line
Burberry: appealing to Asia through Line

The partnership will see Burberry livestreaming its Autumn/Winter 2015 show at London Fashion Week next week.

Much of Line's appeal lies in its emoji-style stickers, which follow in the tradition of cutesy Japanese art. The stickers include Line's own mascots, Brown the bear and Cony the rabbit, as well as established characters such as Hello Kitty. The app has 170 million monthly active users, mostly across Japan, Thailand and Indonesia.

The partnership with Burberry sees the arrival of new animated stickers, with cartoon versions of brand ambassador Cara Delevingne, Christopher Bailey, Mario Testino and Anna Wintour.

In a short film promoting the partnership, a giggling Cony and a put-upon Brown visit London, touring the city while sporting various trademark Burberry items. They then join the cartoon Wintour and Testino at the Burberry Autumn/Winter show at London Fashion Week.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).