In case you didn’t already see it, and now that New York Fashion Week is a go, be sure to check out this piece from Mashable on keeping abreast of it all from home: How to follow New York Fashion Week online
The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.
The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.
Here’s a summary of some of the rest of the facts and stats from the event:
- A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream
- #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews
- Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway
- The result saw Topshop.com clicked on by over 120 countries
- More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm
- The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour
- Make-up products were also purchased during every minute of the show
London’s first dedicated menswear fashion week is focusing on engaging with consumers via digital, thanks to multiple innovations backed by the British Fashion Council.
London Collections: Men, which kickstarts Friday and runs through Sunday, will incorporate everything from live-streaming to pinning, as well as a film programme and augmented reality-enabled windows.
Here are some of the highlights:
Leading industry figures such as Jeremy Langmead, editor-in-chief of e-commerce site, Mr Porter, will share their moments from the week’s events by pinning onto the British Fashion Council’s newly launched Pinterest page. The public is also invited to participate by using the hashtag #ManAboutTown. The request is for menswear street style photos, whether taken at the event or anywhere else around the world. The resulting images will be collated on a dedicated pinboard and in a Facebook album in a bid to “provide a crowd-sourced visual collection of the best of British men’s style”.
On Twitter, @BFC is not only pushing conversation around the #londoncollections hashtag, but hosting a series of Q&A sessions with members of its Fashion 2012 Menswear Committee, including Alex Bilmes, editor of UK Esquire magazine, and designer Richard James. The live interviews can be followed via #AskLCM.
Interactive image gallery
In celebration of The Prince of Wales officially launching the event at St James’s Palace tomorrow, the BFC has published an online image gallery dedicated to his style. Within it, users can explore outfits ranging from highland tartans to Savile Row suits, discovering the origin of each and learning more about the brand that made it. His preferred London labels are also plotted on a map alongside a picture of the related garments.
Following in the footsteps of Net-a-Porter’s Fashion’s Night Out and Karl initiatives, Mr Porter has teamed up with augmented reality technology company Aurasma, to bring the windows of The Hospital Club (the main hub for the event) to life. By scanning the life-sized catwalk illustrations with the Mr Porter Style Help app, users will be able to see the latest show footage.
Film and live-streaming
There is also a screening room within The Hospital Club that will run the BFC’s Fashion/On Film programme, sponsored by high street retailer River Island. Included will be an evening hosted by Test Presents with DJ and fashion luminary Jeffrey Hinton, who will show excerpts from his 80s film archive; as well as panel member Kathryn Ferguson discussing fashion film with female menswear designers, Carri Munden (Cassette Playa), Katie Eary and Martine Rose. Every show held at The Hospital Club as well as those at the Topman Venue will also be live streamed, both online and on mobile.
The high street retailer has partnered with design duo Meadham Kirchhoff to host a “Fashion Spectacular” at its flagship Oxford Circus store on June 1. The party will feature a “special performance” at 5pm GMT that will be live-streamed on Topshop.com for all those outside London wishing to see.
Other treats in-store include Meadham Kirchhoff for Topshop Jubilee face art; designer sweets handed out by Meadham Kirchhoff usherettes including multi-coloured candy floss and pink glitter popcorn; and Meadham Kirchhoff-designed glittery Jubilee paper crowns for every £60 spent.
The Metropolitan Museum is planning to live-stream from the red carpet for the first time at this year‘s Costume Institute Gala.
The stream will be hosted by Vogue‘s William Norwich and Elettra Wiedemann, who will interview gala co-chairs including Carey Mulligan, Miuccia Prada and Anna Wintour, as well as a selection of other stars.
Throughout the two hours, there will also be additional pre-taped segments featuring the history of the benefit and insights into this year’s exhibition, Schiaparelli and Prada: Impossible Conversations.
Norwich and Wiedemann are also inviting consumers to send in their own questions for the A-list guests by using the #MetQuestions hashtag on Twitter. Furthermore, on the day itself, the duo will be giving fans an inside look at the prep for the gala through www.facebook.com/celebs.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry releases sneak preview of its forthcoming eyewear campaign (as above) [YouTube]
- Nike continues tech offensive, launches e-commerce football app [The Next Web]
- ShoeDazzle scraps monthly subscription model, adds lingerie and dress lines [Fast Company]
- Macy’s looks to capitalise on tech-savvy generation [Brand Channel]
- Elle UK boosts magazine subscriptions following live stream of Kristen Stewart cover shoot on Twitter [Media Week]
- The 10 most mesmerizing fashion gifs [Fashionista]
- My-Wardrobe co-founder launches LoveHats.com, incorporates virtual try-on service [WGSN Tumblr]
- Trendabl launches; a lot like Instagram for fashion [Business Insider]