In a world first for a department store and first for any Aussie brand, Myer used Live 360 video to broadcast last night’s Myer Autumn Winter Fashion Launch on Twitter and Periscope, reaching over 100,000 viewers and receiving 30,000 “hearts” in just 12 hours.

Live 360 video is a new way to see what’s happening on Twitter that allowed Myer to broadcast the entire event, including the audience, to Twitter and Periscope users. Users could change their point of view of the fashion show by moving their phone, or scrolling around the screen for a truly immersive and interactive experience.

LIVE on #Periscope Live now from Melbourne University: The #MyerAutumn17 Fashion Launch … https://t.co/sjhoNDLbDd

— MYER (@myer) February 16, 2017

Part 2 LIVE on #Periscope Live now from Melbourne University: The #MyerAutumn17 https://t.co/sGteSXS8kM

— MYER (@myer) February 16, 2017

A cast of 30 models showcased 100 of the key new season looks from local and international designers including Yeojin Bae, Roksanda, by johnny, White Suede, Self Portrait, Morrison, Aje, Balmain and Misha Collection.

Jennifer Hawkins shines at the Myer autumn fashion launch