The British Fashion Council today announced that the first Digital Schedule will
launch on 19th February at London Fashion Week. This new initiative will bring
together live streamed fashion shows and a selection of digitally presented
fashion films created by some of London’s most innovative designers.
is the URL for this new element of London Fashion Week, where a global audience
will be able to view fashion shows live from the BFC show venue at Somerset
House, as well as those of select designers who will live-stream their shows
from other venues in London. The fashion films on the Digital Schedule will be
presented by the designer, many in a newly dedicated Digital Space at Somerset
House, whilst some will be premiered online.
London Fashion Week is the
first of the leading four global fashion weeks to fully embrace digital media
into its twice yearly showcase. All designers showing in the official show venue
at London Fashion Week will have the opportunity to live stream their show,
reaching a larger audience of both industry professionals and consumers. The BFC
will be driving audiences to the Digital Schedule through e-marketing, Facebook
and Twitter and are working
with the digital arm of brand communication agency Starworks to provide their
new service to mix selected expert commentaries on the shows.
Chalayan, a designer at the vanguard of integrating fashion and technology will
present three of his most iconic films from the past decade. Boudicca, another
pioneer of the fashion film genre, will be showing a film from their archive.
Fashion film is developing into a popular medium for designers to reach new
audiences and present their collections in new ways. Other designers presenting
films for February will include Antoni &
Alison, Cassette Playa, Craig Lawrence, Danielle Scutt, JW Anderson, LP.BG and Twenty8Twelve. UK
Trade & Investment (UKTI) will show their film Love & Money – 50 Years
of Creative Britain - to launch the Digital Schedule at Somerset House on the
To explore the growing digital sector and opportunities
within it, the BFC brought together a digital committee as a sounding board for
this new initiative and an advisory board to assist in its development. The
committee include Caroline Rush, CEO, British Fashion Council; Clara Mercer,
Marketing Manager, British Fashion Council; Ben Hammersley, Editor-at-Large,
Wired & Founder of Dangerous Precedent; Daniel Marks, Director, The
Communications Store; Graham Fink, Creative Director, M&C Saatchi; Imran
Amed, The Business of Fashion; James Grant, CEO, Starworks; Jane Boardman, CEO,
Talk PR; Jason Knight, 360-X; Sojin Lee, Co-Founder, FASHIONAIR.
Rush, CEO, British Fashion Council, commented “This is a significant step in
developing our digital strategy. Enhancing designers’ experience and reach
through London Fashion Week is an important area of development for the future.”
www.londonfashionweek.co.uk receives in excess of 100,000 unique
visitors during London Fashion Week; this audience will now have the opportunity
to see a selection of shows as they happen. 2010 will also see the launch of the
BFC’s blog portal and on demand LFWTV site. LFWTV provides daily highlights and
fashion industry sound bites throughout London Fashion Week. The London Fashion
Week and BFC websites continue to be a portal and information resource to the
fashion industry. The LFW
BlackBerry App can be downloaded from the LFW website to provide information
on the move.
London Fashion Week is one of the world’s largest fashion
events and showcases the UK’s most creative and innovative designer businesses
through fashion shows, presentations, exhibitions, installations and now fashion
films. The BFC organises London Fashion Week to promote leading British
designers to a global audience, enabling these businesses to develop and grow.
London’s designers are internationally recognised for their innovation and
creativity, they re-enforce London’s reputation as a leading creative capital
and encourage tourism and international trade.