Fashion’s Night Out: digital highlights in London

As could be expected, there are all sorts of fun shopping activities happening for Fashion’s Night Out tonight, but what of all the digital initiatives surrounding it? Here’s a quick selection of some of the best in London:

Vogue’s app
First off, don’t forget to download yourself the official app – available for both the iPhone and Android – for the evening. It features a list of all the stores taking part and details the events happening in each. It also includes a handy map to help you navigate from one to the next

Net-a-Porter
Getting around the fact it doesn’t normally have a physical presence on the high street, online luxury retailer Net-a-Porter is launching a pop-up digital window powered by Aurasma technology on Mount Street. Shoppers will be able to use an image-recognition app called The Window Shop, which allows them to buy the items on display, and potentially even win them

DKNY
Twitter favourite DKNY PR Girl is bringing her fantasy apartment to life in the London store with a set that allows shoppers to explore her wardrobe, shop with her and of course, tweet alongside. Those in New York won’t be left out however – there’ll be a Twitter feed projected onto a giant Blackberry to enable fans to still interact with while she’s busy in London.

Alexander McQueen
Visitors to the Alexander McQueen store should look out for a limited number of FNO keys being given away. Each one contains a unique code that when entered online provides the chance of winning a new Folk Tote. The brand has also created a special microsite and video to celebrate the event

Bally
Using the wynsh app, Bally invites shoppers to take photos of their favourite products in-store for the chance to win discounts of up to 40% on their most lusted-after items. The promo also continues for a further two weeks with discounts of up to 20%

Tommy Hilfiger
Showmeyourwardrobe.com’s Jackie Dixon will be photographing shoppers on a recreation of the Hilfigers at Home set in the brand’s London Regent Street store

Topshop
‘Fashion Moments’ is an event that will allow shoppers to create their own film clips in store along with either a Vogue-selected product or a sign conveying their thoughts, and then see them projected on a huge video grid

And finally, be sure to follow the #FNO hashtag on Twitter to keep up with the night’s activities, and check out this post about how social media is adding more value to fashion’s night out in New York.