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BFC hits outdoor screens with #LFW digital initiative

The British Fashion Council is aiming to reach a wider audience during London Fashion Week this season by displaying video highlights from each day on outdoor screens around the city.

Starting today, shoppers, commuters and tourists will be able to see updates from the week in the underground as well as on an LED screen in the courtyard of Somerset House, where live streaming of the shows taking place will also be aired.

Take a look at the full schedule of what’s on and when, here, and watch all the videos, here.

The initiative will of course culminate with Burberry Prorsum, winner of the inaugural British Fashion Award for digital innovation in 2010, streaming its show live on the famous Landmark 32m digital screen at Piccadilly Circus on Monday – as I mentioned already here.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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