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BFC flexes multimedia muscles for London Collections: Men

The British Fashion Council is building on its social media strategy for next week’s menswear show London Collections: Men to reach the widest possible audience of press and buyers.

The standalone site www.londoncollections.co.uk/men will host all the digital content over the three days of the show, which officially kicks off on Monday.

LCM trailer

All the catwalk shows taking place in Covent Garden’s Hospital Club will be streamed online, and the site will also host maps, showroom and event locations, guides to hotels, bars and restaurants and a personalised calendar.

New additions to the live streaming include the Topman and Hackett shows. The live stream will also be available in the LC:M cinema, in between fashion films selected by some of the designers, and press lounge at the Hospital Club.

The BFC is also promoting LC:M to the wider public through social media including Facebook, Pinterest and Twitter using the #ManAboutTown hashtag, through which users will be encouraged to create a crowd-sourced archive of catwalk outfits and street style.

Fashion Forward winner Lou Dalton and menswear journalist Charlie Porter will take to Pinterest to document the mood of the event.

The BFC will conduct a series of interviews via Twitter, in which users can ask rapper Tinie Tempah, Men’s Health editor Toby Wiseman and model Oliver Cheshire questions about the show using the hashtag #AskLCM. For the first time for LC:M a team of “Instagram Insiders” is uploading pictures of backstage goings on, as well as exclusive shots from the events.

Daily highlights from the catwalks will be updated to an installation on the windows of the Hospital Club, which the app Aurasma will enable users to bring to life.

Follow Team Drapers at LC: M on our Twitter accounts @Drapers, @Ian_W_Wright, @Graeme_Moran, @EmNorv using the hashtag #londoncollections.

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