Closer than the front row

Monday, 18 February 2013

London Fashion Week is taking the capital by storm, as some of the hottest labels in the fashion world showcase new collections on the catwalk.

This season, fashion fans can get even closer to the action on Twitter, with designers tweeting behind the scenes views and sharing Vine videos. Highlights from the shows are also updated in real-time on a dedicated #LFW Twitter events page.

Matthew Williamson (@MWWorld) used six-second Vine videos as the centerpiece of their #MatthewMagnified campaign, zooming in on the intricate detail of key looks and giving followers a closer view of the collection than even those sitting in the front row:

Vine also brings @TopShop followers backstage for a sneak peek before the show:

The British Fashion Council (@LondonFashionWk) shares a unique perspective from Marios Schwab - starting with backstage make-up before the show and ending with the finale - all in just six-seconds:

And today, Burberry (@Burberry) will be live-streaming their show through a Tweet for the first time:

The brand is also inviting followers to tweet with the hashtag #madefor to receive personalised images of their own bespoke nameplate, which can be stitched into the linings of coats and bags. Models will also be tweeting their makeup looks before they hit the runway with the #BeautyBooth hashtag.

It’s not just about the designers, of course. Celebrities and journalists are also using Twitter to share their perspective from London Fashion Week. The Telegraph’s @HilaryAlexander posted this picture:

And industry insider @alexa_chung posted this snap of herself after a busy few days:

And Victoria Beckham (@VictoriaBeckham) shared this exclusive pic of herself alongside other fashion royalty:

No matter where you are during London Fashion Week - on the front row or watching from afar - you can tune in to Twitter to follow the action, with designers and industry insiders bringing fans unique perspectives from the hottest shows as they happen.