farfetch.com Applaud London Fashion Week's Move Into the Digital Age

LONDON, December 22, 2011 /PRNewswire/ --

-farfetch.com say the online buzz surrounding London Fashion Week is helping to bring fashion into the digital age-

London Fashion Week drew to a close last week after six days of prints, pumps and polka dots. Although farfetch.com, which gives customers access to the best designer boutiques in one easy to shop website, were delighted by the new designs trotting down the runways, they were just as elated by the level of digital media engagement at this year's second London Fashion Week.

Paul Brine, spokesperson for farfetch.com, comments: "Since the Spring 2010 show, the British Fashion Council have strived to take advantage of the benefits of digital media in all its forms during the London Fashion Weeks: this year this ethos seems to have been adopted by many designers who displayed their collections in ways never seen before at London Fashion Week."

On top of the British Fashion Council's (BFC) usual initiatives, this year marked the first time Twitter and London Fashion Week have partnered to promote the event on the social networking service - a hashtag (#LFW) was created and the @LondonFashionWk account tweeted live updates from the runway and backstage. Outside the BFC's efforts, a number of designer clothing houses went digital in their own shows, inviting influential bloggers and tweeters to sit in the front rows alongside fashion's elite and sending images of their looks out on social networks before they hit the catwalk.

Brine continues: "The amount of digital engagement at the London Fashion Week this September has been awe-inspiring and really shows that the industry is beginning to embrace all things digital. Seeing fashion houses using social networks to promote their latest collections of designer jewellery and clothes was really extraordinary. As an online marketplace for fashion retailers, farfetch.com is delighted to see the rest of the industry cottoning on to the great things that digital media can do for the fashion world."

About farfetch.com:

http://www.farfetch.com unites the world´s best independent fashion boutiques, so that you can buy from the most interesting designer fashion brands globally in one easy-to-shop website. Our aim is to provide an exciting range of designers and labels, while maintaining the personality of unique, independent boutiques. This new concept means you can shop from boutiques in Paris, London, Como, Copenhagen, California and New York in just a few seconds, all from the comfort of your own home or office.

You can keep up to date with all the latest news from farfetch.com and the rest of the fashion world on our Facebook and Twitter pages.