|
The British Fashion Council announced on Tuesday that the first Digital
Schedule will launch on 19th February at London Fashion Week.
This new
initiative will bring together live streamed fashion shows and a
selection of digitally presented fashion films created by some of
London’s most innovative designers.
www.londonfashionweek.co.uk/digitalschedule
is the URL for this new element of London Fashion Week, where a global
audience will be able to view fashion shows live from the BFC show
venue at Somerset House, as well as those of select designers who will
live-stream their shows from other venues in London. The fashion films
on the Digital Schedule will be presented by the designer, many in a
newly dedicated Digital Space at Somerset House, whilst some will be
premiered online.
London Fashion Week is the first of the leading four global fashion
weeks to fully embrace digital media into its twice yearly showcase.
All designers showing in the official show venue at London Fashion Week
will have the opportunity to live stream their show, reaching a larger
audience of both industry professionals and consumers. The BFC will be
driving audiences to the Digital Schedule through e-marketing, Facebook and Twitter
and are working with the digital arm of brand communication agency
Starworks to provide their new service to mix selected expert
commentaries on the shows.
Hussein Chalayan, a designer at the vanguard of integrating fashion and
technology will present three of his most iconic films from the past
decade. Boudicca, another pioneer of the fashion film genre, will be
showing a film from their archive. Fashion film is developing into a
popular medium for designers to reach new audiences and present their
collections in new ways. Other designers presenting films for February
will include Antoni & Alison, Cassette Playa, Craig Lawrence, Danielle Scutt, JW Anderson, LP.BG and Twenty8Twelve.
UK Trade & Investment (UKTI) will show their film Love & Money
– 50 Years of Creative Britain - to launch the Digital Schedule at
Somerset House on the Friday morning.
To explore the growing digital sector and opportunities within it, the
BFC brought together a digital committee as a sounding board for this
new initiative and an advisory board to assist in its development. The
committee include Caroline Rush, CEO, British Fashion Council; Clara
Mercer, Marketing Manager, British Fashion Council; Ben Hammersley,
Editor-at-Large, Wired & Founder of Dangerous Precedent; Daniel
Marks, Director, The Communications Store; Graham Fink, Creative
Director, M&C Saatchi; Imran Amed, The Business of Fashion; James
Grant, CEO, Starworks; Jane Boardman, CEO, Talk PR; Jason Knight,
360-X; Sojin Lee, Co-Founder, FASHIONAIR.
Caroline Rush, CEO, British Fashion Council, commented “This
is a significant step in developing our digital strategy. Enhancing
designers’ experience and reach through London Fashion Week is an
important area of development for the future.”
www.londonfashionweek.co.uk receives in excess of 100,000 unique
visitors during London Fashion Week; this audience will now have the
opportunity to see a selection of shows as they happen. 2010 will also
see the launch of the BFC’s blog portal and on demand LFWTV site. LFWTV
provides daily highlights and fashion industry sound bites throughout
London Fashion Week. The London Fashion Week and BFC websites continue
to be a portal and information resource to the fashion industry. The LFW BlackBerry App can be downloaded from the LFW website to provide information on the move.
London Fashion Week is one of the world’s largest fashion events and
showcases the UK’s most creative and innovative designer businesses
through fashion shows, presentations, exhibitions, installations and
now fashion films. The BFC organises London Fashion Week to promote
leading British designers to a global audience, enabling these
businesses to develop and grow. London’s designers are internationally
recognised for their innovation and creativity, they re-enforce
London’s reputation as a leading creative capital and encourage tourism
and international trade.
www.londonfashionweek.co.uk/digitalschedule
 |
What's new 
Subscribe to this comment's feed