London Fashion Week is known as the breeding ground for innovative and avant garde designers fresh from fashion schools and ready to make a name for themselves in an industry where creation seems to have a shelf life of six months. But it soon might also be known as the most forward thinking fashion week around.
Perhaps it is thanks to the creative juices pumping at Central Saint Martins and the London College of Fashion or maybe it is the younger average age of the designers showing at London Fashion Week. Whatever the reason one thing is for sure, the British Fashion Council has made bold strides in bringing fashion to the masses and creating a connectivity unheard of at other fashion weeks.
Starting today the BFC will give Londoners, be they tourists, commuters, or die hard city folk, the chance to experience the best that British fashion has to offer- live. Outdoor LED screens in the courtyard of Somerset House (better known as the heart of British Fashion Week) will broadcast live streamings of fashion shows that take place at the Somerset venue.
Daily video highlights will run on screens in the London underground and the London Fashion Week twitter feed – @londonfashionwk – already has 42,078 followers tracking all the breaking fashion news. Finally another handy tool from the BFC is the London Fashion Week Mobile tag which, once the app is uploaded, will give real-time show and event information and notification of shows that are running behind schedule. Although, I have to wonder if that takes into account the 30 minute “fashionably late” factor into account, which every show seems to tack onto their start time.
But the digital domination isn’t just thanks to the BFC. Topshop will also be offering up live streaming from their show venue and official sponsor Mercede-Benz has created a “London Fashion Week 2011” app for the iPad, iPhone and iTouch.
Not to be outdone. Burberry is also upping the live streaming ante by broadcasting its 4pm Monday the 21st fashion show in real time online to over 150 countries and directly at 40 live events across the globe.
But Burberry is also finally making it to the big screen.
I am talking about the famous Landmark 32m digital screen at Piccadilly Circus. Another groundbreaker for Burberry, as this is the first time any brand has been bold enough to take that challenge on.
So watch out New York, Milan and Paris. It looks like London is well on its way to creating an fashion week of digital domination.