London Fashion Week might not have quite the prestige of its European rivals in Paris and Milan, but it does lead the way in digital innovation, with 90% of shows streamed live, according to the British Fashion Council.
British label Burberry was the first brand to live-stream a fashion show in 2010, and is still leading the way in high-tech fashion experiences.
During this week’s show, which took place in Kensington Gardens (right next to the royal residence of William and Kate), Burberry became one of the first brands to use Twitter’s new “buy” button for in-tweet purchases, U.S. customers were given the opportunity to buy a limited number of the new spring/summer 2015 nail colors as soon as they appeared on the runway.
Read more about it here.
