Following plenty of innovative moves at New York Fashion Week, London Fashion Week was certainly more subdued. However, London still didn’t fail to show its creative side. The hot topic of the week was Burberry’s hotly anticipated ‘see now, buy now’ shows, but have long delivery times left the concept falling a little flat? Elsewhere, Johnny Coca utilised Instagram to publish teasers of his Mulberry début, and Twitter’s most-discussed LFW brands were revealed. Here are our top tech moments from London Fashion Week.
Ahead of London Fashion Week, the British Fashion Council has laid out new plans with the aim to increase consumer engagement during the event. Firstly they have partnered with Ocean Outdoor, a media company which specialises in digital billboards, to enable live streaming of London Fashion Week to the public. While you may have seen similar screens pop up around London during previous fashion weeks, this time the BFC are thinking bigger; Ocean Outdoor’s screens will be located at 60 outdoor locations across the UK, bringing in an estimated viewership of 35 million people.
Henry Holland has come a long way since the days of selling his slogan t-shirts on MySpace (yes, we remember MySpace). This Fashion Week his eponymous fashion brand, House of Holland, have announced a tech first. Over the past few months he has been working with local fashion technology company, Metail, to come up with something quite different for the Spring/Summer 2015 show. For the first time consumers will be able to create their own ‘MeModel’, try on clothing from the catwalk in real time, and then pre-order in the right size.
On the first day of London Fashion Week, Lyst announced a new partnership with top iconic British fashion designer, Mary Katrantzou. Lyst are exclusively retailing a selection of the brand’s limited edition Spring 2014 resort collection, these pieces are only available on Lyst.com in the USA.
Launching on Valentine’s Day at the start of LFW, the collection comprises of ten garments, including the iconic Lanta & Nevis dresses. It is hugely exciting to see two innovative brands coming together, but also importantly marks Lyst’s first exclusive retail partnership (a sign of things to come).
This partnership comes shortly after Lyst announced an impressive $14 million round of investment and the launch of Mary Katrantzou’s own ecommerce site, back in November 2013. The collaboration is likely to give the designer a much further reach in the states and it is an exciting new proposition from the Lyst team.
Check out the cute Instagram video and spread the love #Lyst Loves Mary Katranzou.
Reported by Anisa Sojka