October 26, 2015  —  by

Burberry Snapchat Campaign by Mario Testino

credit: wwd.com

Burberry is the luxury British brand known for firsts. It was the first label to allow live pre-ordering during their shows, the first to discover Cara Delevingne, the first to invite Tom Odell to perform on the runway and the first to preview its womenswear collection on Snapchat ahead of the official show last month.

Now, in true tech-savvy style, Burberry has become the first brand to shoot and publish its advertising campaign, live as it happened through Snapchat. The brand has given fans an unprecedented and unfiltered view into the creation and capture of the Spring/Summer 2016 advertising campaign, shot by world-renowned photographer and long-term Burberry collaborator, Mario Testino. What fashion photographer would you commission a #nofilter story?