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London Fashion Week: technology round-up

More brands than ever used technology during London Fashion Week to deliver an omnichannel experience for those attending the shows and for shoppers.Smartphone apps and social media gimmicks were utilised during the capital’s five days of catwalks and presentations on February 20 to 24. In addition to increasing publicity for the latest collections, the focus was on offering an instantly shoppable experience to UK customers.

Charli Cohen

Luxe sportswear designer Charli Cohen teamed up with the launch of app The Edit, making her first ever LFW catwalk show on February 22 instantly shoppable to those in attendance. The smartphone platform shows static images of products and uses a swipe-to-buy function alongside an integrated basket and checkout. Users of the app, which is free on iPhone and Android, can also browse more than 50,000 products from more than 200 brands.


Lifestyle brand Hunter scored a first by live streaming its show into major shopping centres and high streets across the UK. Nine digital screens displayed the autumn 15 Hunter Original collection at locations including Westfield London, Birmingham Bullring, Trinity Leeds and St Enochs in Glasgow. The Wi-Fi-enabled viewing points allowed consumers to use their phone as a second screen while anyone else could watch the show on the brand’s website or Facebook and Twitter pages.


Burberry targeted tweeters at its Prorsum show on Monday. Those who tweeted #Tweetcam to the @Burberry account triggered an elevated camera that took photographs from the runway. Each picture was then personalised with the user’s Twitter handle and a time stamp before being tweeted back to them. Burberry first worked with Twitter in 2011 to provide exclusive images of its womenswear collection before it was seen on the runway. In September 2014 it also became the first luxury brand to sell products through Twitter’s buy now function.


Topshop aimed to give instant access to next season’s looks by publishing real-time Twitter data on six digital billboards around the country and in its Oxford Circus flagship. Customers who tweeted one of the trend hashtags (including #floral, #military and #nautical) to @Topshop would then receive a curated shopping list of items within that trend range that could be bought immediately. Models also stepped into a Vine booth, with the looks captured and uploaded in six-second clips as they appeared on the runway.

River Island Fashion Film

The British Fashion Council, River Island and Google showcased films by designers Gareth Pugh, House of Holland and Jean-Pierre Braganza as part of a public breakfast screening at Somerset House. The Fashion Film event, which has been running each season since February 2012, made use of Google Cardboard - a virtual reality headset - to create a virtual reality viewing experience. The virtual reality was developed by creative production firm Happy Finish.

Ugg Australia

The sheepskin footwear brand compiled an interactive omnichannel editor’s picks campaign across its bricks-and-mortar stores and ecommerce platform. The project, in partnership with Stylist magazine and visual recognition app Blippar, encouraged shoppers to use their smartphones to scan images of Ugg products in its window displays to gain styling tips, shop the styles and enter a competition to win the full edit.


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