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Designers reach broader audiences through digital technology
Feb '11
This London Fashion Week, starting 18th February 2011, the British Fashion Council (BFC) brings fashion to broader audiences in London, giving commuters, shoppers and tourists the opportunity to see the latest from the shows. There will be daily video highlights on the screens in the underground with highlights from the London Fashion Week twitter feed, plus an outdoor LED screen in the courtyard at Somerset House showing daily highlights and live streaming of the shows.

The Burberry Prorsum show will be live streamed on the famous Landmark 32m digital screen at Piccadilly Circus, 4pm, Monday 21st February – a first for any brand.

Activity on the Underground is courtesy of CBS Outdoor UK and Glaceau Vitaminwater, the Piccadilly Circus Live Streaming is a partnership with Glaceau Vitaminwater. The opportunity to live stream the shows from the BFC show venue has been in part supported by the London Development Agency with Topshop also live streaming from their venue.

In 2009 the British Fashion Council launched its digital innovation strategy which positions London as a leader in fashion showcasing, embracing technology to show catwalk shows online to a global audience. This season 37 shows will be live streamed, 27 from the BFC show venue at Somerset House, 9 courtesy of Topshop from their official venue Old Billingsgate Market and Burberry who will be live streaming their show online to over 150 countries and directly at 40 live events across the globe.

Also new this season is the London Fashion Week mobile tag which brings you real-time show and event updates and the latest London Fashion Week news. This has been created using Microsoft Tag technology.

The BFC's digital innovation strategy aims to harness technology and creativity to promote British designers to global audiences.

A digital committee featuring Caroline Rush, CEO, British Fashion Council; Clara Mercer, Marketing Manager, British Fashion Council; Ben Hammersley, Editor-at-Large, Wired & Founder of Dangerous Precedent; Daniel Marks, Director, The Communications Store; Graham Fink, Creative Director, M&C Saatchi; Imran Amed, The Business of Fashion; James Grant, CEO, Starworks; Jane Boardman, CEO, Talk PR; Jason Knight and Sojin Lee was established in 2010 to inform and develop the BFC's digital offering. In 2010 a British Fashion Award for Digital Innovation was introduced to mark our commitment to digital innovation in fashion marketing and to recognise the brand that has pioneered digital initiatives: the winner was Burberry.

London Fashion Week

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