London Fashion Week Embraces The Digital Platform

London Fashion Week has gone digital in a big way since kicking off on Friday last. Live streaming, social media and online shopping are being exploited in a big way at the latest edition of LFW. Here is a look at all the digital happenings on the LFW front.

The Twitter Bug

Luxury fashion brands have really taken to Twitter this season. The micro-blogging site has earlier hobnobbed with the designers and organizers of recent editions of New York Fashion Week. This time around Twitter is out to conquer the London fashion scene, and hopefully extend its reach across Britain. Earlier this year, Twitter announced its intentions by opening an office in London.

The British Fashion Council (BFC) has been promoting LFW extensively on Twitter. #LFW and @LondonFashionWk have been trending in cyberspace. BFC has been offering updates on the goings-on at the fashion week through this Twitter account. Also on offer are Q&A sessions with BFC chief executive Caroline Rush and Newgen designer Louise Gray. Twitter’s European communications director Rachel Bremer admitted to being excited about how BFC and luxury brands “will be using the platform to help people all over the world feel like they’re sitting on the front row.”

This real-time access to a wider market has convinced Burberry to embrace the micro-blogging site like never before. From Monday onwards, the digitally-forward fashion brand will be posting “Twitpics” of its Spring/Summer 2012 collection, as a sneak peek even as the models get ready to sashay down the catwalk. Also on offer from Burberry is live-streaming of shows on Facebook and the Burberry website. The brand is extending its reach to China as well by live-streaming the shows on Chinese micro-blogging and YouTube-like sites. Photographer Mike Kus will be in charge of Burberry’s Instagram account for the duration of LFW.

More Digital Initiatives

During this edition of LFW, online followers will be able to sift through live-streamed shows according to themes like ready-to-wear, accessories and so on. The online videos will also be showcased on an LED billboard outside the LFW headquarters at Somerset House. The videos will also be shown at an additional attraction, “the cinema”. These are tents that will showcase films, designer highlights of the day and more.

Topshop’s nine shows will be featured on its website as well as in a screening area at Oxford Circus. Watch out for workshops with style blogger Yvan Rodic and Showstudio’s Alexander Fury. Topshop is also launching its Tumblr account.

Burberry has more in store. The brand’s Runway to Reality events at 46 international stores will be open to invitees. Select items can be purchased through in-store iPads.

Not to be left behind, Kate Spade is all out to promote her store on Sloane Street, London. One of her cool initiatives? Sending flowers to London fashion bloggers, encouraging them to add flowers to their fashion week looks.

Even the Museum of London has got into the act. The museum has released its collection of fashion photos from the famous Bassano Studios. The photos themselves date back to between 1912 and 1945. There’s more. Harrods is introducing an online magazine. Accessories maker Kurt Gieger is launching its Everything But The Dress blog. has roped in nine top UK bloggers to collaborate on a blog named Style Tribe. Next season, Glamour will find a tenth blogger to add to this team. Clearly, digital is the way to go.

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