Burberry Will Unveil its New Collection on Snapchat

Burberry Group Plc’s new spring-summer collection will vanish after only a day — on the Snapchat messaging application.

Pictures of the new range will be shown on the luxury-goods brand’s Snapchat channel for 24 hours starting 7 p.m. on Sept. 20. And using the app so beloved of teenagers, they will disappear after the collection is introduced at a catwalk show during London fashion week the following afternoon.

The initiative will give the U.K. company access to Snapchat’s more than 100 million active users who watch more than 4 billion videos every day.