Clara Delvinge Burberry AW13

Style: LFW Loves Technology

Today London Fashion Week draws to a close and it was not only the clothes that drew the world’s gaze, but the innovative use of technology and social media. Brands including Topshop and Burberry embraced cutting-edge technologies and showed why London is one of the most forward-thinking and exciting fashion capitals in the world.

Building on the success of previous projects that fused fashion with new technologies, Burberry took TweetWalk even further with their #BeautyBooth, where IT girl models including Clara Delvinge and Jourdan Dunn instantly shared images with Burberry’s millions of fans. The show was also live streamed on Twitter and in Burberry’s flagship Regent Street store, bringing fans the front-row experience as it happened.

The brand also embraced personalisation of their goods, inserting digital chips into its AW13 trenches and bags to encourage customers to pre-order them. The chips display purchase information as well as the customer’s name on the product when it is brought into contact with a tablet or smartphone that is logged into

Meanwhile on Sunday Topshop were inspired by the success of last season’s show, which was broadcast live to fans on Facebook and became the most-watched fashion show of all time. This season they chose to partner with Google+ (could this be a hint of which social network will be king in 2013?). Followers were given an unprecedented insider-view of the show through “model cams” hidden in the handbags of the models.  Hangouts with the creative team including Creative Director Kate Phelan also broke down the barrier between Topshop’s customers and the team behind the brand, while their new app allowed fans to curate their favourite looks.