The ad, created by Leo Burnett's luxury division Atelier, introduces the world to 'Sergio the Shoe Hunter', a mini dachshund who will also be 'reporting' live from London Fashion Week.
Sergio will be sporting a GoPro Hero 3 camera on his collar to provide on the ground footage of fashion week. His diminuitive doggy stature will provide him with a unique 'nose to the ground' view of the myriad of shoes on show amongst London fashionistas.
Sergio will also be taking over The Outnet's Twitter feed for the duration of fashion week as well as updating his own blog.
In addition, The Outnet will be partnering with taxi brand Uber for the duration of fashion week offering subscribers discounts.
The Outnet is one of a flurry of retail brands turning to social media to drive buzz around London Fashion Week. .