BURBERRY’ SNAPCHAT CAMPAIGN by Noah Kahansky Burberry just did the most f***ing brilliant thing in fashion this year and you should probably know about it Burberry is an iconic fashion brand, famous for their signature plaid print and classic posh charm Since 1856, their reputation as being the centrepiece of British elegance and style has upheld their standing as a premier luxury fashion house Though this has kept them successful in the past, a new generation is buying out the fashion market, and this one is not as captivated by the well-mannered Earl Grey-loving, championship equestrian that the Burberry girl has been bred to be Fame in the age of social media though beautiful and quasi-erotic, is fleeting. Attention spans have become shorter and shorter as online videos have gone from five minutes, to one minute, to six seconds, and the expiration date of celebrity depletes with every gained Instagram follower. With the neon signs of Jeremy Scott's newest collection blinding consumers around every corer, a modern fashion house has to constantly switch things up to stay relevant and successful The — solution — that Burberry has discovered, and has executed very well, lies in the most untouchable, coveted demographic teenagers. > Teenagers are a group of people that drum up a lot of controversy. From Facebook posts shared about a girl being sent home due to her skirt's hemline to Instagram photos wherein the areola is being liberated, teenagers know better than anyone how to get people's attention Adolescents are the prime perpetrators of everything social media, and have the most knowledge on how to make themselves look cool without even trying. In the constant battle for youth, everyone wants a sip from the fountain of teenage wisdom, This year, Burberry brilliantly harnessed the power of social media, and they did so like teenagers. They produced an entire fashion campaign on Snapchat, the first time a major fashion brand has ever done so, and pulled it off with ease. With an iPhone 6 and famous fashion photographer Mario Testino, Burberry was able to effortlessly make a radical fashion — statement They mixed semi-nudity, cool accessories, and an edgy cast of models, all obviously torn from the pages of teenaged Instagram users, allowing their brand to resonate with a larger demographic than ever.