The concept of the catwalk is changing.  It's no longer the reserve of fashion journalists and buyers, now anyone with a computer and an internet connection can be as in the know as those in attendance. It's little wonder then that luxury fashion brand Burberry is teaming up with the Japanese social platform, LINE, to live stream their upcoming Burberry Prorsum show.

The partnership is part of Burberry’s strategy to revamp their position in the Asian market, and also includes an expansion of their network of directly operated stores. Its all part of an effort to cement Burberry's place as a luxury brand.

The partnership with LINE is based on the platform’s popularity - LINE is one the leading names in smartphone messaging in Asia. Launched in 2011, the app is used in 230 countries and has more than 181 million users.

The likes of ShowStudio have demonstrated how live streaming fashion shows can bring consumers closer to brands. Burberry knows this – they’ve been working with Nick Knight and ShowStudio for years.  Distributing it on such a mass scale is new, but if they’re looking to reach big numbers LINE seems the ideal platform.

Burberry Prorsum Autumn/Winter 15 women’s collection show will be live streamed on LINE on February 23.