FashionLondon Tech
Fashion and Technology
The impact of technology on
London Fashion Week
by Abi Adeosun
The Fashion Week
“frenzy” is now
a buzzing scene of
bloggers, selfies, a
nd
twitter streams
The bi-annual globally renowned event for fashion designers to showcase
their collections to buyers and press has for many years put London at the centre
of innovation, creativity and fashion excellence. London Fashion Week (LFW) has evolved from being
predominantly a trade event and information opportunity for designers to meet buyers into a form of
informative entertainment, not only for those designers and buyers, but also for general fashion lovers.
The Fashion Week “frenzy” is now a buzzing scene of bloggers, selfies and twitter streams. Long gone
are the days when we had to wait for designers collections to reach the store to reveal all.
Now fashion shows are streamed across
the globe in an instant, giving us access
to designer’s collections straight away. In
conjunction with this, the instant opinion of
fashion press and bloggers on what they see
even before the print ink dries can greatly
influence how we see and respond to each
designer way before we get the chance to
purchase any item. Far from resisting this, the
British Fashion Council have instead adapted
to it by live streaming designer presentations
from the official LFW website and by giving
accreditation to accreditation to selected
fashion bloggers. Gone are the days when
guests must always request an invitation and
wait to view a fashion show in person.
The immediate review of fashion that is not
available until next season can sometimes be
opposed but Claire Duke Woolley, Fashion
Tech Analyst from Beecham Research
explains how immediate review can be
a good way for designers and brands to
reach customers. “Although there has in
recent years been a bit of a crack down on
accreditation for bloggers at these events,
they are important now as a direct and
immediate connection to core consumers.
This can be seen as part of a bigger growing
trend, particularly with big established
brands, to engage more directly, openly and
transparently with their consumers, and build
a stronger relationship based on core brand
values, associations and aspirations.”
We see the use of technology to connect to
core customers as a growing trend among
British designers. British brand House
of Holland used local fashion technology
company, Metail, to create an immersive
catwalk experience during the LFW
presentation in September 2014. Consumers
could watch the catwalk show in real time
online and try on the outfits as they were
revealed for the first time. Founded in 2008,
Metail is a British company which developed
the online fitting room technology, enabling
consumers to create a bespoke 3D model
of themselves. Not only did consumers
watch the aw15 fashion show live from
FashionLondon 58
wherever they were, but they created their
own ‘MeModel’ to try on the clothing from
the catwalk in real time and pre-order the
collection in the right size.
Designers are keen to embrace technology as
a key enabler to enhance their brand presence
explains Duke-Woolley; “...Fashion Week
presentations are after all a powerful and
evocative representation of brand image and
ethos.”
While LFW retains its place as a UK physical
and live stage for designers and emerging
designers to present collections for the next
season, the growing use of mobile technology
through the buzzing scene of bloggers, selfies
and twitter streams clearly compliments and
enhances the event on a global level. Fashion
London are interested to watch over the next
few events how this powerful technology
presence evolves and whether viewing a live
fashion show in person will gradually become
a thing of the past.