The runways have been dismantled, the paps have stopped papping and the models have gone to have a good, long lie down: London Fashion Week is over for another six months. One of this year’s most talked about trends (other than the return of shredded denim) was the role technology played in making LFW more accessible, getting us closer than ever to the designers and their creations. Here we bring you five of the ways the UK’s premier fashion event embraced its inner geek...
1. Front Row Seats Were Up For Grabs (Sort of...)
For those who aren’t bigwig designers, selfie-tweeting fashion bloggers or immaculately turned out celebs, getting close to the action during LFW has long been a pipe dream. God bless the internet, then, which allowed the majority of this year’s major brands to live stream their shows, broadcasting every last pastel and pleat to the general public, and no doubt causing countless office-based fashionistas to get very, very behind at work.
2. Hashtags Came Into Their Own
Everyone loves a good Hashtag, and this was the year that London Fashion Week truly took to the tweet-waves, with anyone worth talking about curating their own online conversations. Matthew Williamson adorned everything from t-shirts to chocolates with #ohMW, whilst Paul Smith alerted everyone to his #takenbyPaul Instagram takeover. Meanwhile, the British Fashion Council created #FashionFriday, and the team here at Grazia ran the super-addictive #Grazia360, a multi-platform centre for everything worth knowing. And if you weren’t too picky about what you picked up, the official feed #LFW gave you insights from anyone and everyone with a smartphone and an opinion.
3. Topshop Lead The Way, Again
Topshop have built up a reputation as a leading innovator in using tech to showcase fashion, and their partnership with Google at Feb’s LFW - which offered unparallelled access to online viewers before, during and after their show - won widespread kudos and bagged an eye-watering 4 million views. This time Topshop partnered up with Chirp, a clever app that allowed users to share content via soundwaves as part of their ‘Digital Garden’ in the Oxford Street Flagship store. They were also at the front of the pack when it came to using Twitter, Facebook and Vine to engage with shoppers and provide exclusive catwalk-based content. Great geek work, guys!
4. The New iPhone Crashed the Party
The excitement that was caused by Burberry’s announcement that it was to use the new iPhone 5s - days before it was released in the shops - shows that there’s still nothing that generates buzz quite like a new Apple gadget. The team at Burberry cleverly used this to their advantage, riding on the wave of enthusiasm for the iPhone’s improved camera and utilizing its much talked about slow-motion effect, to stage one of the most talked-about shows of the week. Meanwhile rivals Samsung – who were an official sponsor of London Fashion Week - also announced accessories for the Galaxy Note 3, designed by shoe designer Nicholas Kirkwood, and showing that the relationship between gadget and catwalk has only just begun...
5. Pinterest was the place to be
We love Pinterest, the social network dedicated to image-sharing, and it comes into its own during an event like London Fashion Week. The website created its own bespoke LFW hub, featuring a range of eyegasmic images from designers, brands - including Burberry, Ted Baker, Topshop and Mulberry - and style experts, giving an amazing behind the scenes view of the event. If you missed out on all this over the course of the week, however, fear not. The majority of content can still be accessed here. Enjoy!
@ladygeek are a campaigning agency aimed at making technology more accessible to women