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Itching to Twitch: Inside the world of live-streaming

While live-streaming platforms may once have been reserved for gamers and their fans, luxury fashion brands are increasingly turning to this unique method of connecting with consumers. Last September, Burberry’s virtual fashion show as part of London Fashion Week was broadcast live on the maison’s website and on the streaming platform Twitch. Amazon-owned Twitch is home to 91 per cent of all streaming content, according to a 2020 report from Stream Hatchet and Streamlabs. While at fi