UK's Burberry enters partnership with Japan's LINE

By

Cajsa Lykke Carlson

Published
Feb 6, 2015

Burberry, the British heritage fashion brand, has announced a global partnership with LINE, the Japanese communication service and app.

Together they will offer LINE users in Japan unique creative content, as well as real-time technology to bring users closer to the brand. Burberry's upcoming Prorsum womenswear show will be streamed live to users of Burberry's offical LINE account, on a platform first.

Burberry Chief Creative and Chief Executive Officer Christopher Bailey said; "I am delighted that we are working closely together with LINE - a company we have long admired for their innovation and creativity. This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan."

Burberry has also created a selection of Cony and Brown digital stickers. Both the popular app characters are dressed in iconic Burberry trench coats and cashmere scarves designed for the platform.

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LINE Chief Executive Officer Akira Morikawa said: "We are extremely pleased to be recognised as a powerful and stable platform by Burberry, one of the most innovative global luxury brands, and to be able to partner with them to achieve a variety of initiatives. This is a huge step for LINE as it continues to grow its brand and expand globally."

In other Burberry news, the fashion house is releasing a capsule collection together with department store Barneys, according to Women's Wear Daily. The collection will feature outerwear decorated with designs inspired by vintage English book covers, as well as tuxes and accessories.