Runway Versus Tweetway
Burberry, the luxury British outerwear maker, will reveal all its looks via Twitter today, prior to the designs featuring on the runway.
The luxury brand is set to show at Kensington Gardens at 4pm, but in the brand's signature democratised fashion, fans from around the world will see the designs before key editors and guests at the runway show.
In an interview prior to London Fashion Week, Burberry's chief creative officer Christopher Bailey told Huffington Post that digital media is just as important to the brand as fashion design.
He said: "Burberry is now as much a media-content company as we are a design company, because it's all part of the overall experience. It's very important to consider new technologies with a light approach. Facebook, for example, is not just a mailbox. You need to keep it going, add content, create a genuine, non-deceptive relationship."
The runway show will also be livestreamed via Burberry.com. London Fashion Week has an extensive digital schedule, a full list of which is on the organisation's website.
Fans of fashion, and observers of digital media application, can follow Burberry on Twitter via @burberry. London Fashion Week runs until Wednesday, when male fashion will take over from five days of womenswear.