Fashion brands Burberry, Moschino and more will have content pushed across Vine, Instagram and augmented reality.
The British Fashion Council's (BFC) London Fashion Week (LFW) kicks off today (February 15th), and the event is being marketed hugely across mobile and social media channels.
21 shows will be broadcast live across YouTube in an official partnership, and 60 per cent of the catwalk action (34 shows) will be featured on the LFW website. Meanwhile, fashionistas can keep ahead of all the clothing brand-based banter on Twitter via the #LFW hashtag.
The BFC will incorporate Twitter's new Vine mobile video service to capture six-second clips of backstage and runway action, fellow mobile app Instagram will also be used to capture exclusive filter-caked photos from the event, while Pinterest will feature street style, and event/video pin boards.
Perhaps most innovative of all is integration of Aurasma, which will see the augmented reality solution bringing the LFW Daily Newspaper to life with hidden footage of highlights and more.
Models Cara Delevigne, Jourdan Dunn, and others will create the 'Road to the runway’ digital diary on Google+, while Burberry, Mulberry, Moschino, Henry Holland and Holly Fulton are among the many fashion houses that will have new garments marketed across mobiles.