BFC to digitize fashion shows on Social Media

Three emerging designers have been awarded Fash/On Film support this season to make films, these are My Crazy Scrunchie , Leutton Postle  and Fred Butler . The films will premiere at the Fash/On Film event on Friday 15th February and will launch the official Digital Schedule for autumn/winter 2013. The event will also showcase films from SHOWstudio and Nick Knight. Over 30 films will be screened over the course of the week in the Canon Cinema . 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 is the Digital Showcasing Partner of London Fashion Week.

The LFW Daily newspaper will be brought to digital life, as the cover and Catwalk Highlight shots turn into shows through Aurasma . Using a 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 and daily highlights.

London Fashion Week designers will also be implementing their own digital strategies to engage new audiences.

Topshop have partnered with Google to give viewers access to every aspect of the show using all of Google’s platforms. Highlights include models wearing HD micro cameras allowing viewers online to ‘Be the model’, as if they were walking down the runway; a ‘Be the Buyer App’ where fans to create their own mood boards mixing together pieces from the runway; and models Cara Delevigne, Jourdan Dunn, Rosie Tapner and Ashleigh Good will bring users along the ‘Road to the runway’, a digital diary from the first fitting to the moment they hit the catwalk on Google+.

For Autumn/Winter 2013, Matthew Williamson will be using digital innovation to bring his social media audience even closer than the front row. International backstage photographer Sean Cunningham will be exclusively shooting the collection using Vine, in 6-second video clips which will zoom in from the full look to the minute detail, then tweeted live as the looks hit the runway. In these shots, attention is drawn to the intricate craftsmanship within the collection that can often be overlooked on the runway. Follow @MWWorld on Twitter and watch out for the hashtag #MatthewMagnified.

British Fashion Council