Fashionably social - London Fashion Week for the masses

London Fashion Week kicked off last Friday and this year it’s not just Burberry leading the charge in social media. For those of us not named Alexa or cannot count Stella as a BFF, fashion and media brands participating in the glamour are bringing the fashion week experience live to the average consumer through a number of interactive ways.

New York Fashion Week alongside show partner YouTube live-streamed 25 shows for consumers and London is following suit with a record number of 46 shows being streamed from February 17th – 21st via the British Fashion Council. Fashion followers can watch the shows online or via the outdoor LED screen currently set up outside Somerset House. Screens in the London Underground have also been showcasing highlights, including live Twitter feeds and behind the scenes shots from a dedicated backstage photographer.

Fashion magazines are also getting involved with Vogue’s British edition taking over a giant digital screen at Westfield London shopping mall for the week and Grazia is providing fans with complete behind the scenes access to its editorial process on YouTube. Grazia editors are being followed 24 hours a day, to form a series of week-long videos called Grazia’s Fashion Issue…. Live, with videos from fashion darlings like Olivia Palermo going through her fashion week wardrobe (amazing) and Victoria Beckham talking through her design process and about Harper (adorable). The special issue hits stands tomorrow and is accompanied by a 30 minute version of the documentary.

Big name stores are also participating in the fun, with Topshop producing an upgraded app where users can live stream shows such as Peter Pilotto and Mary Katrantzou directly to their mobile phones. Harrod’s is taking inspiration from US store Bergdof Goodman last season, allowing Facebook fans to make the buying decisions for AW’12. Every look from the Burberry show will be posted on the Harrod’s Facebook page with the image with the most Likes featuring in the store’s buys for the next season.

Not everyone embraces the all access approach and it wouldn’t be fashion without some levels of exclusivity. Tom Ford has a strict no photographs and reviews policy for 3 months and Phoebe Philo at Céline calls for no shots or tweets from backstage at her shows. Although met with mixed reception, these decisions are attempting to maximise the hype of a new collection and the time (approximately six months) until it is actually available in store. When you’re Tom Ford or Phoebe Philo the backlash of creating this level of exclusivity is likely to be more minimal than your less well known designers– but it’s interesting to see how different brands are behaving in the social space. As I don’t have a handbag named after me I’m definitely a fan of the more open and social approach to Fashion Week – but will still always love you, Tom.
 

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