Digital at LFW

15 September 2011
Back to Press Portal
Digital at LFW

This London Fashion Week, starting 16th September 2011, the British Fashion Council (BFC) continues to unite fashion and digital innovation, encouraging engagement with LFW through social media, live streaming and pioneering new technologies.

The BFC will be working closely with Twitter to promote conversation around London Fashion Week using the hashtag #LFW and by mentioning the official account @LondonFashionWk. The BFC will be engaging with designers and brands through the ‘Twitter Guide to London Fashion Week’, with helpful information on how to follow London Fashion Week in real time on Twitter. More comprehensive training will be offered to interested designers after LFW in dedicated digital seminars. Q&A sessions will be held over the 6 days of LFW from the @LondonFashionWk account. Tweeters can pose questions in real time to guests including Laura Bailey (BFC Cultural Ambassador), NEWGEN designer Louise Gray and Caroline Rush (BFC CEO), using the hashtag #AskLFW. The LFW Timeline will also take to Twitter, keeping track of the shows throughout the week with live updates of start times. Once again this season, highlights from the London Fashion Week Twitter feed will be broadcast on CBS Outdoor UK’s network of Cross-track Projection (XTP) screens on London Underground platforms. This activity is part of an ongoing partnership with CBS Outdoor UK.

The live streaming schedule continues to expand. This season 33 shows will be live streamed, 23 from the BFC Show Space at Somerset House, 7 courtesy of Topshop from their official venue Old Eurostar Terminal, Waterloo, as well as shows around town including Burberry Prorsum. Anyone can watch the shows at home or on the outdoor LED screen in the courtyard at Somerset House. New to Fashion Week this season is the BFC Cinema, showing all BFC Show Space live streams, as well as a dedicated film programme, with highlights including a day of films by NEWGEN alumni, a morning showcasing Estethica brands and an afternoon with Test Presents.

Aurasma will be bringing LFW to digital life this season. Aurasma is a new technology that’s capable of recognising images and objects in the real world and seamlessly integrating them with rich video content and audio.  Using a smartphone, all the LFW visitor has to do is download the free Aurasma Lite app and then hold the phone over the LFW logo or image, at which point it will spring to life and bring you exclusive LFW video content. 

The LFW Mobile Site means that users can access a quick and simplified version of the website while on the move via their smart phones – including the show and events schedules, designer database and guide to the best of London’s restaurants, bars and shops.

The BFC’s digital innovation strategy aims to harness technology and creativity to promote British designers to global audiences.  A digital committee comprising 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, Krow Communications and Sojin Lee was established in 2010 to inform and develop the BFC’s digital offering. 

To see the digital schedule visit  

For more information regarding the British Fashion Council and London Fashion Week contact:
Gemma Ebelis, PR Manager
Te: +44 (0) 20 7759 1989

Image: Somerset House