LFW: Do You Hear The Slight Hum of Tech?

Muchaneta Kapfunde | @FashNerdEditor

Today is the day that tech visits the runway at London Fashion Week. Henry Holland, who we wrote about earlier in the week, will be showing of his innovative use of tech in his SS16 collection.

Besides Holland, there seems to be very little buzz on fashion tech hitting the runway in comparison to the city that never sleeps, New York City. That being said, there is a slight hum, and that hum is all about how labels are using social media during LFW to interact with their audience.

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Burberry, fashion’s digital pioneer, is going to be all about snapchat.  Snapchat is all about snapping a photo or a video, adding a caption, and sending it to a friend, they’ll view it, laugh, and then the Snap disappears from the screen. So how is Burberry using this tween favourite? well they will be using it to reveal their new SS16 collection. The ‘Snapchat Show’ will give Burberry fans exclusive access to their design studio and beyond. We think that this is great way for this heritage brand to interact with its fans on a whole new level.

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Hunter Original, made famous by Kate Moss and Glastonbury festival will be using Twitter’s live streaming app Periscope. This is an app that has been the belle of the ball this season. Hunter will be using to live stream gigs before their show so their fans can interact with the acts. Hunter will continue to use Periscope as a platform to connect with fans throughout 2016.

c17b8020-3edd-0133-5b78-0aecee5a8273Then there is Pinterest. Highstreet brand Topshop has teamed up with this popular social media app to launch ‘Pinterest Palettes’. It is all about their loyal followers shopping recommendations from Topshop.com.  Sheena Sauvaire, global marketing and communications director at Topshop, said:
 “We recognise that the power of colour on our customer is huge; it has the ability to inspire, excite and drive purchases, so we’re delighted that our partnership with Pinterest has enabled us to explore the impact of colour, whilst engaging our customers in the excitement of London Fashion Week.”

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