London Fashion Week Given A Digital Edge
London Fashion Week has got under way with organisers hoping to make it unmissable by taking to Twitter, Instagram and Facebook.
British Fashion Council CEO Caroline Rush said the goal was to raise British fashion's profile by making the event reach out to consumers.
"Social media lets you share messages, get it out to broad audiences," she said.
"It's a great way to get an instant response, to find out what's trending."
Fashion news will be screened on digital screens in London Underground stations and nearly 30 shows will be streamed live through Twitter, Fashion Week's website and the fashion council's YouTube page, allowing fans to view the latest catwalk previews from home or on their phones.
Also on Twitter, fans will be asked to pose questions using #AskLFW to guest tweeters from the industry, who will then respond via a six-second video clip on Vine. Every day a designer, model, make-up artist, stylist or celebrity will also take over the BFC Instagram account.
Meanwhile, Oxford Street has been decorated with "fashion flags" that pay tribute to British designers.
Natalie Massenet, the new chairman at the fashion council and best known for founding the luxury shopping website Net-A-Porter, has even rallied Londoners to dress up for the occasion.
"... the global fashion industry is coming to town for London Fashion Week and we would like you all to be part of it," she wrote in a letter in the Evening Standard newspaper.
"We would like you to join us in putting on the show ... fashion is for the consumer, so dress up, London!"
This is all part of a bid to help make London Fashion Week on a par with New York, Paris and Milan.
For years London has struggled to keep some of the most creative young talent, as they have left in hope of greater commercial success in other fashion capitals.
But recently a crop of emerging designers such as Christopher Kane and Erdem have flourished in the capital.
This week up and coming designers will share the spotlight heavyweights of the industry such as Tom Ford, Stella McCartney, Julien MacDonald and Jonathan Saunders.
The week opened with designer Bora Aksu's show inspired by his homeland Turkey.
Rich hand-woven textiles, crochets, ethnic embroidery and tassels pay tribute to the craft of traditional artisans, while a vibrant palette of lemon yellow, hot pink and shades of soothing blue evoke a sun-drenched land and lazy days by the seaside.