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BFC continues to unite fashion & digital innovation at LFW
Sep '12
This London Fashion Week (LFW), 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 (www.londonfashionweek.co.uk/live) or on the outdoor LED screen in the courtyard at Somerset House.

The new London Fashion Week website launches. 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.

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