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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.

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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