Fashion and Technology: How digital runway took over London Fashion Week
The worlds of fashion and technology have few similarities between them. From both you can expect to see the next big thing and that was the case at London Fashion Week 2014 (Spring/Summer 2015) where the two worlds combined.
Design houses such as Burberry Prorsum and Topshop chose to showcase just how they are taking advantage of the digital wave in fashion. As one of fashion’s digital pioneers Burberry was the 1st label to live stream its runway show back in 2010. This season, Burberry Prorsum partnered with Twitter to sell their limited edition nail polish live for the Spring/Summer 2015 show through the “Buy New” button during the show. It is the first fashion label to test out this particular feature. The limited edition nail polish is now available though September 29th.
House of Holland chose a different approach by allowing viewers to watch the show live online and try on their favorite pieces via their own digital avatar at the same time as the models walked out. It gave fans of the brand a virtual dressing room experience.
For its Spring/Summer 2015 collection Topshop took it further leveraging the popular social media platform Instagram. The brand invited their customers to display their own looks by the using the hashtag #TOPSHOPWINDOW to be featured via a screen in the store with a street view.
If London Fashion Week has taught us anything it’s that fashion is now taking notice of ways it can stay ahead and how to become more accessible to customers. This is only the beginning and we look forward to other fashion shows to follow in London’s footsteps. Technology benefits not only the labels, but also the fashion consumers eager to purchase straight from the runway.
Written by freelance fashion blogger Tamarah. You can read her blog here!
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