Jack & Jones has revealed its SS21 collection through live-streaming.

The Bestseller owned brand digitally streamed the collection to olleagues from 21 countries around the world. The entire event comprised of 15 individual streams, Q&A sessions, videos, and a special live appearance from the brand’s director Anders Gam.

“Our original plan was to have our global sales team in Denmark for this collection meeting, but this was turned upside down because of Covid-19, so we decided to go 100 percent digital and create the ultimate digital collection meeting,” Dennis Birk Jørgensen, sales director at Jack & Jones, said in a statement.

Live-streaming has also been used by British luxury label Burberry during the lockdown in China to promote its accessories offer and found a huge audience.