LONDON, United Kingdom — Burberry Group Plc will extend its digital reach next week as the luxury-goods brand reveals its spring/summer collection on Snapchat.

The initiative, timed to coincide with London fashion week, will give the UK company access to Snapchat’s more than 100 million active users who watch more than 4 billion videos every day. Burberry’s collection will appear on its Snapchat channel at 7 p.m. on Sept. 20, and disappear 24 hours later after a runway show, the trenchcoat maker said in a statement Friday.

Snapchat Inc. is a new challenger in the social-media world, allowing mobile users to send pictures that disappear seconds later. Burberry is plowing money into digital initiatives, this week introducing a channel on Apple Inc.’s music service with the aim of widening its influence and reinforcing its image as a purveyor of cool.

Snapchat will also bring its “live story” coverage to Burberry’s show, curating a montage of related video and imagery, including red carpet and backstage clips, Burberry said. London fashion week starts today.

By Andrew Roberts; editors: Matthew Boyle, Paul Jarvis, Kim McLaughlin.