Burberry is the first British luxury brand to launch on Korea’s largest social platform, Kakao.

Burberry and Kakao have formed a global partnership, which was inaugurated with the showcase of Burberry’s Womenswear Spring/Summer 2016 show last month.

Burberry will be active across Kakao Talk, Kakao TV and Kakao Giftshop, offering Korean audiences direct access to its runway shows, campaigns and events bringing Kakao’s 190 million followers even closer to the British luxury brand.

To celebrate the launch, Burberry will offer a selection of products to buy direct from the runway, through Kakao Giftshop.

Burberry has also recently formalised partnerships with Apple Music, Snapchat and Line.

Burberry CEO and chief creative officer Christopher Bailey described Kakao as “an incredibly creative and innovative company”.

“So it is very exciting to be collaborating with them. The creative and commercial aspects of the partnership have been carefully designed to allow us showcase our culture and design heritage whilst also giving users the chance to shop at the same time.”