Matthew Williamson launches on Twitter, announces new digital strategy

British fashion brand Matthew Williamson launched on Twitter today, marking its first commitment to a new digital strategy headed up by Rosanna Falconer, previously of the British Fashion Council.

Created to give followers an insider view, the @MWWorld handle will capture all the action from behind-the-scenes of the collections and the studio. It kickstarted this morning with the above tweet, and has since continued with a photo of Matthew mid-meeting as well as a link to his YouTube page where a video documenting the shoot for his forthcoming XV film starring Sienna Miller, Poppy Delevingne and Valentine Fillol-Cordier exists (as below).

Matthew himself will also be sharing his insight, inspirations and travels.

As a follow on, the website and e-commerce platform will soon be relaunched to “reflect developments in technology, including mobile, and capture the brand digitally”.

Matthew Williamson will celebrate its 15-year anniversary this spring/summer 2013. The XV film will be officially unveiled next week.