The LFW Digital Saga Continues

As with Fashion Week, I do like to see what kinds of looks and trends hit the runway. And it’s not just about the clothes anymore. The social media tech presence has grown at London Fashion Week again this year, in comparison to 2015. With other Fashion Weeks’ like NYFW getting on board, London Fashion Week continues to lead the way in unchartered digital territory. With the SS16 event over, it’s worth looking at what LFW did this time round to continue its audience reach and engagement.

This year the BFC had decided to broadcast some of the catwalks live via outdoor screenings in selected towns. The lucky ones included Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle, as well as numerous places in London like Two Towers West on the London Gateway A4/M4, Holland Park & Canary Wharf. I think this new additional digital extension of LFW is wonderful. I’m surprised it’s taken them this long to do something like this. I think it’s because LFW is so used to being exclusive, whilst trying to appeal to the general public with events like London Fashion Weekend. Either way I think its a fantastic extension of the brand and introducing people to the event’s festivities and whatnot.

Some individual brands took some initiative on the digital front and really ran with it. For example, Topshop Unique live-streamed their show via Periscope, which also featured behind the scenes footage. They collaborated with famed photographer Nick Knight & The collab project not only included the use of Periscope, but live-Instagramming the catwalk as well as doing 3D scans of the runway clad models and an interactive Installation Window Gallery at Topshop’s Oxford Circus store. I didn’t rate alot of Topshop Unique’s SS16 line but I love this collab! Knight is a living legend with fierce vision and talent and Topshop should be congratulated on a wonderful collaborative effort.


The LFW Digital Saga Continues

Burberry continues its ‘against the grain’ approach to the traditional runway affair by allowing its guests and viewers to be able to purchase whatever clothing was just seen on the runway via online & in-store. I think this is fabulous and long overdue. Typically with fashion shows, you have to wait weeks, if not months on a waiting list for an item(s) unless you are particularly famous or insanely rich (helps if you’re both). I mean these collections are called ‘Ready To Wear’ so why not? They did all this whilst simultaneously running digital campaigns via Snapchat & Instagram. It’s also worth noting Burberry were the first luxury fashion house to live stream their shows worldwide, way back in 2010.

Mulberry has decided to tease fashionistas with their new creative direction, revamped logo & new collection via Instagram.

DESIGN. 1 day to go. #LFW #JohnnyCoca #MulberryEngland

A video posted by Mulberry (@mulberryengland) on

Temperley London teamed up with social networking & sharing app Vero for LFW. The app’s niche for being able to share with particular groups of friends had enabled the fashion label to promote its collection through this social networking medium. The content available to the users depended on user engagement. So for example, certain collection pieces and content were available to certain groups, whilst the more content an app user would interact with and share with others, more content is revealed to that user in question.

London Fashion Week is notorious for being the more daring, innovative ‘sister’ fashion week event out of the other Big Four, Paris, Milan & New York. London continues to find new ways to engage with its audiences and beyond, in turn becoming more of an experiential event for both everyone. Here and abroad. Can’t wait to see what they do next time.

And I couldn’t forget the clothes! So I picked one favourite from some of the shows at LFW in the gallery below.

Written by: JR

Pics: Vogue UK/Show Studio/Mulberry/Burberry/TopShop/Ocean Outdoor


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