London Fashion Week: Digital Innovation 2012

This London Fashion Week, starting 17th February 2012, the British Fashion Counci (BFC) continues to unite fashion and digital innovation, encouraging engagement with this global fashion showcase through social media, live streaming and pioneering new technologies.

The digital schedule is the strongest yet: 44 shows will be live streamed – 22 from the The Courtyard Show Space at Somerset House, 12 from the new Embankment Galleries Show Space at Somerset House, 8 courtesy of Topshop from their official Topshop venue, 1 Old Billingsgate Walk, as well as shows around the city including Burberry Prorsum and Roksanda Ilincic. Anyone can watch the shows at home ( or on the outdoor LED screen in the courtyard at Somerset House.

The British Fashion Council (BFC) are once again working closely with Twitter to promote conversation around London Fashion Week using the hashtag #LFW and by mentioning the official account @LondonFashionWk.

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 Anya Hindmarch (designer and BFC Non Executive Director), Alice Temperley (who will be talking about her show and film screening which is part of Fash/On Film) and Dylan Jones (Editor, GQ and Chair of the Fashion 2012 Menswear Committee), using the hashtag #AskLFW. The London Fashion Week Timeline will take to Twitter, keeping track of the shows throughout the week with live updates of start times (#LFWtimeline).

For the first time, BFC will have a dedicated photographer backstage at London Fashion Week to capture a ‘behind-the-scenes’ look for broadcast exclusively on CBS Outdoor UK’s network of Cross-track Projection (XTP) screens on London Underground platforms.

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 their mobile device, visitors simply need to download the free Aurasma Lite app and then hold it over the LFW image, at which point it will spring to life and bring you exclusive video content. For the very first time, Exhibition passes will provide a constant stream of live content – linking them directly to our latest Tweets through Aurasma. This is the first time this technology has been used. Covers of The LFW Daily newspaper will transform into exclusive video content. Inside you’ll find Catwalk Highlight shots that turn into shows through Aurasma.