Digital Innovation at LFW SS13

11 September 2012
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Digital Innovation at LFW SS13

  • The new London Fashion Week website launches today, providing an online resource for media and buyers to maxmise their visit, as well as social media integration of crowd-sourced, real-time #LFW as it happens.
  • Over 70% of London’s catwalk shows will be live-streamed to
  • Anya Hindmarch and Osman will live pin their shows to British Fashion Council Pinterest. Anya will also share a full visual diary of her London Fashion Week experience.
  • #AskLFW live Q&A sessions will be held at the official @LondonFashionWk Twitter account (200,000 followers), with guests including Matthew Williamson, Olivia Palermo, Paula Reed and Roksanda Ilincic.
This London Fashion Week, starting 14th September 2012, the British Fashion Council (BFC) continues to unite fashion and digital innovation, encouraging engagement with this global fashion showcase through social media, live streaming and pioneering new technologies.

For the first time, shows outside the main catwalk venues will be live streamed, including Christopher Kane, Mulberry, Paul Smith and Vivienne Westwood Red Label. In total, 40 shows will be live streamed - 70% of the on-schedule catwalk shows: 21 from the The Courtyard Show Space at Somerset House, 7 courtesy of Topshop from their official Topshop Space at Bedford Square Garden, as well as shows around the city. Anyone can watch the shows at home ( or on the outdoor LED screen in the courtyard at Somerset House.

The new London Fashion Week website launches today. The website and mobile site both feature maps of show, event and showroom locations, as well as hotels, bars and restaurants. Users can create their own online personal calendar for the event, and use the website for directions between the shows; all features of the site that aim to use digital to simplify and maximise the visits of media and buyers to London Fashion Week. Everyone can take part in #LFW live, a real-time feed aggregating images that use the hashtag #LFW from Instagram and Twitter. The page provides a crowd-sourced insight into London Fashion Week, aiming to capture every angle of the event as it happens. The site launches with a background of this season's bespoke print, created exclusively for London Fashion Week by Jonathan Saunders.

Anya Hindmarch will share her London Fashion Week experience on BFC Pinterest, as she creates a pin board to capture the run-up to her show on Tuesday 18th September. The show will be live pinned, as will Osman SS13 on Monday 17th September, providing an exciting visual narrative of the shows as they unfold. The day before the shows, the boards will start to spring to life with collection inspirations and preparations, then on the day of the shows backstage shots will be added as well as an exclusive look at the catwalk with video footage. Both boards will be available on the BFC's official Pinterest page, along with the very latest catwalk, street style and event imagery and video footage on dedicated pin boards.

The BFC continue to work closely with Twitter to promote conversation around London Fashion Week using the hashtag #LFW and by mentioning the official account @LondonFashionWk. Q&A sessions will be held over the 5 days of LFW from the @LondonFashionWk account. Tweeters can pose questions in real-time to guests including Matthew Williamson, Olivia Palermo, Paula Reed and Roksanda Ilincic, using the hashtag #AskLFW. The London Fashion Week Timeline will take to Twitter, keeping track of the shows throughout the week with live updates of start times (#LFWtimeline). As UK launch partner, the LFW website homepage features the new embedded Twitter timeline widget, showing a full timeline of Tweets with imagery included. For a behind-the-scenes take on the event, look out for posts from the newly founded BFC Instagram account, narrating the London Fashion Week story in snapshots from the BFC team, our Instagram Insiders.

This season, BFC Fash/On Film sponsored by River Island, will premiere the film created by the winner of the Mentoring Scheme: its first nationwide search for emerging film-making talent. Abbie Stephens was selected to receive professional support and mentoring through White Lodge productions with the goal of creating a film for leading British designer Emilio de la Morena's spring/summer 2013 collection. This offered a unique opportunity to gain insight into and experience of the fashion film industry. The film will premiere at the spring/summer 2013 Fash/On Film Launch on Friday 14th September alongside other curated fashion films from designers and River Island.

The Fash/On Film panel has curated a dedicated fashion film programme to be screened in the Canon Cinema each day of London Fashion Week. Members of the panel will host Q&A sessions at screenings with directors, film makers and designers including Aminaka Wilmont, Charlie Le Mindu and Fred Butler as they discuss their films for the new season. The Canon Cinema is London Fashion Week’s digital showcasing space, and has been fitted out with the latest in Canon XEED projection equipment. Canon are the Digital Showcasing Partner of London Fashion Week.

For the first time, shows and events in the Show Schedule booklet can be downloaded to a smartphone calendar via Aurasma, linking print to digital and providing an organisational tool for visitors. The LFW Daily newspaper will be brought to digital life, as the cover and Catwalk Highlight shots turn into shows through Aurasma. Using their mobile device, visitors simply need to download the free Aurasma Lite app and then hold it over the LFW image, at which point it will spring to life with exclusive video content.
The BFC’s digital innovation strategy aims to harness technology and creativity to promote British designers to global audiences.

Canon Cinema Schedule:

To see full schedule of the guests for Twitter Q&A #LFW, visit:
Instagram: @britishfashioncouncil

For more information regarding the British Fashion Council and London Fashion Week contact:

Ellie Wilson or Will Rowley
Tel: +44 (0) 20 7759 1986 / +44 (0) 20 7759 1968 /

Image: Vivienne Westwood Red Label AW12