BFC to digitize fashion shows on Social Media

14 Feb '13
5 min read

This London Fashion Week, starting 15th February 2013, the British Fashion Council (BFC) continues to unite fashion and digital innovation, encouraging engagement with the global fashion showcase through social media, live streaming and pioneering new technologies.

For the first time this season, the BFC have partnered with YouTube and will be live streaming 21 of the on-schedule catwalk shows through the LFW channel, youtube.com/LFWTV. The world’s largest video platform will be home to a customized London Fashion Week profile, broadcasting daily catwalk shows to a global audience.

In total 34 shows - over 60% of the catwalk schedule – will be live streamed, including 21 from the Courtyard Show Space at Somerset House, 8 courtesy of Topshop from their venue at the Tate Modern, as well as shows outside the main catwalk venue including Burberry, Mulberry, Moschino, Henry Holland and Holly Fulton.

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.

This season sees the introduction of the dedicated Twitter Events Page. The events page provides fashion followers from around the world with a one-stop destination to see the best live London Fashion Week content on Twitter. The events page will aggregate tweets from all areas of the industry, including designers, retailers, press and celebrities, as well as including show highlights and exclusive behind the scenes insights to recreate an industry insider’s experience at London Fashion Week.

The highly successful Twitter Q&A sessions return for AW13. Using the hashtag #AskLFW, followers can pose question in real-time to guests on Twitter. Guests for this season include Manolo Blahnik CBE, winner of the Outstanding Achievement Award and creator of the exclusive imagery for the London Fashion Week campaign; designer Henry Holland, and one of the fashion industry’s foremost bloggers, Bip Ling. The Q&A sessions will be brought to a close on Tuesday 19th by renowned journalist and Editor of British Vogue, Alexandra Shulman.

The London Fashion Week Timeline will take to Twitter, keeping track of the shows throughout the week with live updates of start times, united by the hashtag #LFWtimeline.

The BFC will be using Vine this season as a brand new way to interact with audiences, capturing exciting moments as the action unfolds in the format of six second videos. From backstage beauty clips to the final looks on the runway, members of the BFC team will be publishing show highlights as never seen before using the new Vine app. The Instagram Insiders return for AW13 offering a behind the scenes take on the showcase through the official Instagram account.

The team of Instagram Insiders will be uploading backstage shots, exclusives from the events and insights of their own experiences throughout the five days. The BFC will continue to use the official Pinterest account to upload daily content from the catwalk, as well as street style and event imagery and video footage on dedicated pin boards. The public can get in involved through #LFW live , a real-time feed aggregating images that use the hashtag #LFW from Instagram and Twitter.

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