Burberry as many high-end brands are increasingly focused on reaching consumers via smartphones or the web, as two-thirds of luxury purchases are now "digitally influenced," according to Boston Consulting Group.

During the London Fashion Week at the end of last year, the 'shopability' of the show was promoted heavily this season on Facebook Messenger, where both Burberry and Tommy Hilfiger introduced chatbots powered by artificial intelligence.

Users could explore both collections via all manner of additional content, including a behind-the-scenes look at life with Gigi Hadid, and a journey through a gamified maze with the models from Burberry. From there they were given nudges to e-commerce pages once the line had been launched.