How brands told the story of London Fashion Week

By Gordon Macmillan
Wednesday, 17 September 2014

The buzz around London Fashion Week, and next year’s spring and summer collections, has been as big as ever with brands leading the conversation.

As designers debut new collections, this year’s #LFW has also been about digital innovation. Brands have found new ways to tell their story on Twitter through Vines, video, animated GIFs and pictures.

For the first time this year, Twitter is not only a platform for brands to tell their fashion stories, but also a place to sell them. @Burberry, whose show was one of #LFW’s top moments, became one of the first UK brands to test Twitter’s new “Buy” button, which was announced last week.

Many brands took part in the #LFW conversation. Here’s our round-up of #LFW Tweets and how they shared the story of one of the world’s biggest fashion events.

Before the catwalk shows, frantic preparations take place as hair and makeup are done, clothes prepared, and backstage take place.



With all the preparations done, it’s finally showtime and the moment that the glamour of the catwalk begins.



As well as sneak peeks of new looks, #LFW is perfect for celebrity-spotting, as A-Listers line the front rows of the catwalk shows.


Along with the celebrities in attendance are the models themselves, many of whom are stars in their own right: @missjourdandunn, @Caradelevingne and Kate Moss, for example, attract a big following on Twitter.

The use of Vine and video to tell the story of #LFW has soared, with more brands looking for fresh ways to reach fashion fans on Twitter. This year they included @MWWorld, @THEOUTNET and @HunterBoots among others.

And still more Vines and GIFs from @Burberry:


As with video, using multiple pictures in a single Tweet is an effective way to tell a bigger story. There were some great examples around this year.


What’s shown on the catwalks of #LFW is often what shoppers will see next in the high street, making it a great time to get fashion inspiration and ideas.


Not only is #LFW an occasion to see fabulous clothes, but it is also a chance to win an amazing selection of free fashion paraphernalia.

For some, the frenetic rush of #LFW can prove a little overwhelming. But @PenguinUKBooks suggests it is a perfect time to pause for some quiet time with a good book.