From #TweetCam to #LiveTrends, how London Fashion Week came to Twitter

By Gordon Macmillan
Wednesday, 25 February 2015

Each year, London Fashion Week (@LondonFashionWk) brings something new to Twitter, and AW15 has been no exception. We have seen exciting new campaigns from the likes of @Burberry and @Topshop among others, which have helped take the experience of #LFW to a new level.

The trend of bringing people on Twitter closer to the action and the looks from #LFW through innovative executions. A number of brands have achieved this through exclusive backstage and runway photos, video and live streaming, and with ideas that connect fashion fans directly to what’s happening at the shows.

This year @Burberry launched #TweetCam, Twitter-powered cameras that sent users personalised photographs from the runway. All you had to do was to Tweet at @Burberry using the hashtag and the pictures were sent almost instantly.


#TweetCam proved to be a real hit, delivering something unique and memorable. It also generated wide press coverage — as well as predictions that @Burberry might break the internet. (Fortunately, the brand managed to make it safely through the finale of its show with no harm to the internet.)

Building on the idea of bringing fashion fans closer to the #LFW experience, this year @Topshop and Twitter worked on Topshop’s campaign called #LiveTrends. It aimed to surface trends emerging from #LFW live as they happened, and let users immediately shop for looks which were being identified by the @Topshop team.

Topshop published content seamlessly across Twitter, on their website, in the window of its flagship store and on seven digital billboards, all of which were within ten minutes’ walk of the nearest Topshop.



Brands were sharing more video and pictures with their followers than ever. Catwalk pics from River Island ( @riverisland) and H&M ( @hm) were among the offerings.

New Look (@NewLookFashion) shared videos of street looks, @HunterBoots had waterfall Vines, while Matthew Williamson (@MWWorld) Tweeted video of its entire runway show.




There were also great examples of live streaming from fashion houses such as Vivienne Westwood ( @FollowWestwood), Bora Aksu ( @BoraAksuStudio), Jean-Pierre Braganza ( @JPBraganza) and Fyodor Golan ( @FYODOR_GOLAN).

Of course, there were bags and shoes aplenty as seen in the Tweets from Mulberry (@Mulberry_Editor) and Harrods (@Harrods).

http://twitter.com/Harrods/status/569494604900392960

And finally, from @Asos, a tip on what it takes to achieve that Brigitte Bardot look for a #LFW show.