Burberry is bringing its upcoming collection to Snapchat for the first time before debuting it live on the runway, the British luxury fashion house announced today. Burberry is calling it the Snapchat Show, and the series of videos and photos will give viewers a behind-the-scenes look at the 2016 Spring and Summer collection starting 2:00PM ET on Sunday, September 20th. After 24 hours, the show will disappear from Burberry's Snapchat account to coincide with the start of its womenswear show at London’s Kensington Gardens on Monday.

"With Snapchat, Evan Spiegel has created a phenomenal platform that captures the spirit of a moment," Christopher Bailey, Burberry's chief executive, said in a statement. "We are excited to be working with him to launch the Burberry Snapchat Show allowing a unique, real-time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway." Snapchat will also feature and curate a live channel during Burberry's show featuring photos and videos that attendees upload to the messaging app as it's happening.

Another win for Snapchat

The move is another win for Snapchat CEO Evan Spiegel's 4-year-old messaging service. Snapchat is now a powerhouse media and communications platform with more than 100 million users who log in every day and watch around 4 billion vides. Comedy Central announced this month that it would be premiering television shows starring up-and-coming comedians, while more advertisers continue to eye the growing power of Snapchat's Discover tab featuring news organizations and entertainment companies. Snapchat on Tuesday also revealed yet another money-making initiative, Snapchat Replays, that lets users pay $0.99 to replay up to three snaps a day.