Earlier this week, Britain’s luxury fashion house Burberry announced to launch a dedicated channel on Apple Music. Now, Burberry teams up with Snapchat to give fans a glimpse of its Spring 2016 lineup from its design studio a day before it hits the runway at London Fashion Week.

The recent move by Burberry is the evidence of its push to be at the forefront of digital and mobile innovation in its space. It has been related to the latest technology for many years. It was one of the first luxury brands to integrate iPads into its stores and made its collection available online.

A Burberry spokesman said in a statement:

“You’ll see as much of the collection that is ready to go. It’s a new piece of behavior.”

Burberry teams up with Snapchat to debut its collection on its Snapchat channel at 7pm Sunday. It will disappear 24 hours later, as the runway show starts in London. According to a report by the Wall Street Journal, the popular mobile app will also curate a live show of Burberry with crowdsourced footage from backstage to the front row.

Social media platforms give fashion week a much broader audience than the press. This spring, Louis Vuitton used Snapchat to display its resort show in Palm Springs. It is not only Snapchat that has helped fashion houses; Instagram has also played an important role.

Burberry teams up with Snapchat to generate massive engagement for its upcoming show. It is expected that millions of people will see the Burberry call to action on Snapchat.