Burberry, the British luxury fashion house, is embedding RFID chips into the lining of its seasonal coats and bags to allow consumers the ability to unlock special content as it pertains to their purchase, according to Mashable.

Launching as part of its London Fashion Week show, the Burberry chips will activate short films, telling the story of its creation, from sketches to runway edits. They will also show the customer’s name being engraved on metal nameplates that are stitched into the lining of the coats and bags.

Users will be able to see the videos when their items are put in contact with smart phone or tablet devices logged into Burberry.com. And consumers in London who are able to visit the brand’s digitally integrated Regent Street flagship store, the same RFID chips will prompt the videos to appear on its large-scale mirrors, which turn into screens.

The brand also has plans to connect with its broader fan base using social media. On the day after the show, Burberry will invite followers to tweet with the hash tag #madefor, so they can receive personalized images of their own bespoke nameplate, for example.

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