Riccardo Tisci's Debut Burberry Collection Will Be Available 30 Minutes After The LFW Show

For 24 hours after its London Fashion Week debut, Riccardo Tisci'sfirst Burberry collection will be able to purchase via Instagram, WeChat and the brand's flagship Regent Street store.

At 5.30pm BST, the limited-edition pieces by the new chief creative officer will be able to purchase for one day only and will mark the start of a series of 24-hour product drops.

While Burberry has long established itself as a pioneer in the way luxury brands embrace technology, this marks the first time that the 162-year-old brand has created a bespoke digital selling experience for social media channels exclusively.

Meanwhile, the Regent Street store will undergo a complete visual transformation and host "individually themed rooms which collectively celebrate the past and future of Burberry through product" from September 15. Sisyphus Reclined - a three-floor scaffold art installation by Graham Hudson - will take centre stage until mid October.

The news follows an announcement last week that Burberry will no longer work with real fur and will put a stop to the destroying of unsaleable products - both acting as contribution to the brand's five-year responsibility agenda.

Tisci - who was appointed chief creative officer in March 2018 - will debut his first Burberry collection at 5pm GMT as part of London Fashion Week which commences in the capital this Friday. Thus far, glimpses towards his reimagining have come in the shape of a new print and logo, designed in partnership with British art director Peter Saville and today the unveiling of the new paper bag.