This year there seems to be a lot of focus on making London Fashion Week more accessible to the general public. And no wonder – despite the Government’s announcement of economic recovery, some of the major retailers have reported declines in sales so there has been increasing necessity of making high-end fashion more accessible.
Creating a uniquely interactive London Fashion Week experience, a few high street fashion retailers and digital media have brought live highlights to commuters, shoppers and tourists on screens around the capital and even on the Underground.
This year major retailers created a uniquely interactive fashion experiences by hosting in-store fashion workshops and live Q&A sessions of upcoming designers and influential fashion bloggers.
However, retail shops weren’t the only ones willing to stick their finger in the pie. Stylist, the free women’s lifestyle weekly, was celebrating London Fashion Week with three different individual covers designed by top designers Vivienne Westwood, Giles Deacon and Manolo Blahnik bringing high-end fashion to the general public.
Also, recognising the importance of digital, London Fashion Week provided one-stop access to all live streamed shows. Besides live streaming, LFW also introduced daily video highlights being shown on special screens on the Underground, along with the @londonfashionwk Twitter feed. Bringing together live streamed fashion shows and a selection of digitally presented fashion films created by some of London’s most innovative designers, made LFW’s user experience more entertaining.
This was no doubt a colourful event for LFW where media coverage was accompanied with personal experiences creating a unique fashion retail engagement. This year’s media coverage has ensured that consumers no longer have to sit in a front row to get the ultimate London Fashion Week experience and has set a new milestone for the next London Fashion Week.