How brands Tweeted during #LFW as Periscope pushed innovation

By Gordon Macmillan
Wednesday, 23 September 2015

Over the last few days, Twitter has been driving a huge fashion conversation as designers and brands shared their latest looks with the world at London Fashion Week. In the process, they’ve been contributing to the more than £26bn fashion adds to the UK economy.

Innovating with Periscope

For #LFW, a number of brands have been taking advantage of Twitter’s live streaming app @Periscopeco to broadcast video and share unfiltered moments from behind-the-scenes and from the catwalk.

Here’s our round-up of some of the biggest moments from the SS16 shows as the likes of @Burberry, @Topshop, @MACcosmetics, @LouboutinWorld, @Versace, @Hunterboots, @NewLookFashion, and @riverisland among others took part in the event’s new home in Soho.

#LFW is a perfect opportunity to share an experience as it happens and this year @riverisland, Vivienne Westwood (@FollowWestwood), and @Hunterboots were three UK brands that turned to Periscope. They followed in the footsteps of US brands at #NYFW, including a @marcjacobs exclusive Q&A and @RalphLauren, which broadcast a live stream on billboards in London’s Piccadilly Circus.

For its Periscope activity, @HunterBoots launched the #Beaheadliner Mobile Sessions. This offered exclusive live access to three up-and-coming musical acts who played sets whilst driving to the Hunter Original spring/summer 2016 show.

According to Alasdhair Willis, Hunter’s Creative Director: “We saw this as a huge opportunity to speak to new audiences at such a key time on the fashion industry calendar and for the brand, in particular extending our reach to a broader audience that might not traditionally engage with London Fashion Week. Using Periscope, we are able to present Hunter Original and our relationship with festivals in a new and innovative way that reflects who we are as a brand.”

Twitter partnered with Grazia magazine (@grazia_live), which took its followers behind-the-scenes via Periscope on a series of #GraziaScopes throughout #LFW. Its team live streamed moments such as introducing model @sukiwaterhouse to the app backstage at the @Burberry show.

Glamour UK (@GlamourMagUK), editor in chief, @jo_elvin, also partnered with Twitter to give a glimpse into a day in the life of an editor across #LFW. She Periscoped getting ready for the shows and from the front row. Elle magazine (@ELLEUK) did a Periscope first by getting December cover star @alexa_chung to broadcast live from the shoot, asking viewers on the app to choose her footwear.

Street style and influencers

#LFW offers brands a great opportunity to share shoppable looks and highlight some of the trends that are emerging with customers.



Behind the scenes

There is always plenty of anticipation before any #LFW show. Fashion fans love to see what’s going on behind the scenes or get a sneak peek of what they can expect to see on the catwalk.



Celebrities

Celebrity guests are a major draw around #LFW and you will always find plenty of great images and video on Twitter of some of those stars in attendance at the big shows. It’s another way that brands bring #LFW closer to fans.



From the catwalk

The main attraction is always the catwalk. It’s where fabulous new looks are shared with the world for the first time and brought to life on Twitter through stunning pictures. Here are great examples from @LouboutinWorld and @Versace.


And again here from @LondonFashionWk, @Burberry and @Topshop. Great examples of video, multi-photos and great fashion photography.