Twitter leads the way in fashion stakes
The Twitter users among you may have noticed a mysterious trending topic last week of "lfw".
If you were left scratching your head, then scratch no more. The abbreviation stood for London Fashion Week.
From an outsider's perspective, a week of fashion shows and cocktail parties might seem a little out of sync for an industry that, despite appearances, has suffered greatly during the recession.
But London Fashion Week is a biannual opportunity for designers, stylists and make-up artists to sell their wares to journalists, boutiques and department stores, while garnering much needed publicity with star-studded front rows.
And it seems only appropriate that an industry for which creativity is the lifeblood has embraced new media so readily.
2010 was the first year that catwalk shows were streamed live over the internet, on www.londonfashionweek.co.uk, democratising something that has been historically elitist, with only the chosen few being granted access.
With attendees Tweeting and blogging the shows as they happened, people up and down the country were invited to sit on the front row, meaning computer savvy fashionistas had made up their minds about the clothes before the fashion editors had even put pen to paper.
So while it might all seem a bit frivolous, the British fashion industry should be applauded for not going down without a fight. And like Agyness Deyn tripping over her Burberry platforms, if it goes down, it will at least go down in style.
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