Burberry products now carry Snapchat tags that link to first-of-its-kind fashion channel

The high-end British fashion brand is putting Snapchat QR codes on the tags of selected items in its retail stores. When scanned, the codes allow customers to access its content on the visual media app.

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Among the videos available on Burberry’s Snapchat channel are a director’s cut of the campaign ad for its new Mr. Burberry fragrance for men. The clip was shot by the award-winning director of 12 Years a Slave, Steve McQueen. Additional content on the Discover channel includes grooming and tailoring tips, and a behind-the-scenes video. Check out the ad below, which McQueen describes as capturing “that moment in a relationship where all you are thinking about is each other, and all you want is to be with each other.”

The move marks a first for Snapchat and Burberry, respectively. In the popular app’s case, it’s the first time it has allowed a fashion house to host its own Discover channel. Meanwhile, the use of Snapcodes by Burberry is also groundbreaking as it’s the first time a retailer has utilized the unique QR codes on fragrance and grooming products.

Outside of its own stores, the Burberry items carrying Snapcodes can also reportedly be found at select third-party retailers, including Nordstrom in the U.S., reports Forbes.

This isn’t the first time Burberry has jumped on Snapchat to promote its wares. Back in September, the luxury brand premiered its 2016 spring-summer collection on the app to coincide with London Fashion Week. Other fashion houses have also used the Live Story feature to do the same, including Marc Jacobs, Alexander Wang, and Chanel, all of whom have launched their own respective Snapchat accounts.

Although the Burberry Discover channel was only available for 24 hours starting on Monday, the brand is encouraging customers to seek out its Snapcodes in order to gain access to its exclusive content.