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Fashion Meets Digital Innovation at London Collections: Men

Friday Jan 11, 2013

London Collections: Men (LC:M) in partnership with the British Fashion Council (BFC) have jump-started this year's international menswear scene by uniting fashion and digital innovation through social media, live streaming and digital presentations.

The dedicated website highlights show footage and catwalk collection galleries from the show which ran Jan. 7-9. Attendees were able to create their own online personal calendar for the event and use the site to simplify and maximize their time throughout the weekend's activities.

All of the shows at The Hospital Club: Show Space were live streamed while the public was encouraged to get involved through BFC's social media platforms. #ManAboutTown allowed Twitter and Pinterest users to contribute to an online style archive of outfits and menswear street style photos simply by including the hashtag in their posts. Tweets and pins were all collated into a dedicated pinboard and Facebook album, aiming to provide a crowd-sourced visual collection of the best of British men's style.

British designer Lou Dalton and menswear journalist Charlie Porter shared their London Collections: Men experiences on Pinterest where followers could see Dalton’s journey to menswear through a Pinboard curated by Lou herself, documenting her inspirations and preparations ahead of the show and culminating in backstage shots and catwalk looks as they hit the runway. Porter created an online moodboard of his favorite catwalk looks, street style and inspiring moments from the event, offering an exclusive insight into his London Collections: Men experience.

The BFC continues to work closely with Twitter to promote conversation around LC:M. Taking over Twitter this January are Tinie Tempah; Toby Wiseman, editor of Men’s Health; and model Oliver Cheshire.

"The inaugural men’s week was far more successful than any of us anticipated, and we have been overwhelmed by the support and enthusiasm for the project from designers, retailers, buyers and the press," said Dylan Jones, Editor of the UK edition of GQ and Chair of the Menswear Committee, "LC: M has already contributed to the changing perception of menswear in this country, and our plans for the next week in January, and beyond, will hopefully build on this."

CLICK HERE to see video highlights from Day 1.
CLICK HERE to see highlights from Day 2.
CLICK HERE to see video highlights from Day 3.

Who to Wear in 2013

The astounding list of designers that showed include:

Agi & Sam, Aitor Throup, Alex Mattsson, Alexander McQueen (Men’s), Alfred Dunhill, Alice Made This, Anderson & Sheppard, Angelo Galasso, Astrid Andersen, Baartmans and Siegel, Bally Everest Anniversary Event, Bernstock Speirs, BERTHOLD, Bobby Abley, Bunney, Burberry, Casely-Hayford, Christopher Kane (Men’s), Christopher Raeburn, Christopher Shannon, CP Company, Craig Green, Diego Vanassibara, E. Tautz, Fashion East Menswear Installations, Felipe Rojas Llanos, GARDEROBE, Goodwood Sports & Racing by Belstaff, Hackett London, Hardy Amies, Hentsch Man, Hunter Gather, J.W.Anderson Men, James LongJas MB (Men’s), John Smedley, Jonathan Saunders (Men’s), Joseph Turvey, Katie Eary, Kit Neale, Lee Roach, London Undercover, Lou Dalton, Maarten van der Horst (Men’s), MAN, Margaret Howell (Men’s), Martine Rose, Marwood, Matthew Miller, Meadham Kirchhoff (Men’s), Mr Hare, Mr Start, Nasir Mazhar (Men’s), Nicholas Kirkwood (Men’s), Nicole Farhi (Men’s), Noel Stewart Millinery, Nutters of Savile Row x Peter Werth, Oliver Spencer, Orlebar Brown, Paul Costelloe Man, Qasimi, RAKE, Richard James, Richard Nicoll (Men’s), Savile Row, Shaun Samson, Sibling, T.Lipop, The House Of Nines, TOBEFRANK, TOM FORD (Men’s), Tomasz Donocik (Men’s), Topman Design, Vivienne Westwood MAN, William Richard Green, Xander Zhou, and YMC.


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