LFW Round-up

As always, London Fashion Week never fails to amaze and inspire us. Not only did it show the upcoming trends, but displayed new innovations and ideas, new designers and collaborations, and challenge the possibilities of technology, giving a new meaning to catwalk shows. With Fashion week changing, this is going to have an impressive influence and impact on the fashion industry.

Designers in this year's London Fashion Week for A/W 13 were highly dependent on the use of technology in communicating to their consumers and broadcasting their show on a global scale. Social Media was highly involved, with schedules and live streams of individual shows being published on London Fashion Week's and the designer's websites, Twitter and Facebook spaces. This gave an interactive aspect to the event, where the public could give their opinions and views on the shows and collections.

Other sites such as Pinterest and Instagram gave a deeper insight into the fashion industry, with a backstage, VIP view of the shows. With the advancing of technology, the methods of Fashion Week are changing.

Topshop Unique teamed up with Google+ to live stream the show, as well as allowing the viewer to instantly buy any of the garments, accessories, cosmetics or music featured on the catwalk from online. Viewers could also 'Be the Buyer' and create mood boards of their favourite items, as well as ask the experts in HQ questions prior to the event. HD micro camera were also installed to models Cara Delevingne and Jourdan Dunn so viewers could see the show from a different perspective, as well as the backstage atmosphere. But it wasn't just on the catwalk; three days before the show a 'Be the Model' photo booth was installed in Topshop's Oxford St. store where customers could try on outfits and take pictures that were then uploaded to the brand's socal media sites.

Burberry were another brand that stood out with their use of technology. As well as live streaming their show, they had a 'Made to Order' concept with 'Smart Personalisation', whereby their ready-to-wear consumers experienced haut couture with their name sewn into the garment on an exclusive gold plate. In the flagship store, mirrors turned into screens to show the content. This interactive, personalised experience is becoming more and more popular, it gives the feel of exclusivity to the consumer as well as embracing their wants and needs.