What does Burberry have in common with slogan t-shirts and crystal Crocs? Nothing. But they all dominated our LFW social media. WGSN’s Richelle Cyrus reports.
London Fashion Week has come and gone, and this, the 64th edition of #LFW saw 83 designers showcasing their SS17 collections on the schedule. Better yet this season left us with the gift of memorable moments, moments which dominated the social media realm- popping up continuously on our phones. The relationship between social media and fashion week grows yearly. In fact we can barely remember a time before social media and the catwalk.
Data from MediaiQ ( the global analytics technology company), reveals that this season alone, “The highest number of tweets were linked to every fashionista’s favourite, Instagram, at a massive 55%. With 29% of tweets on Facebook, 10% coming from Pinterest and 6% from Youtube,” said Richard Dunmall, Chief Revenue Officer, Media iQ
The data also revealed that this season the British Fashion Council, the brains behind London Fashion Week, curated a September 2016 ‘pin board’ for the S/S17 LFW collections on Pinterest. “With over 14,000 pinners following this board, it is clear to see that visual aids are key,” added Dunmall. The British Fashion Council also recently launched the @LondonFashionWeek Instagram account and this season it premiered Instagram Live Stories from LFW, with industry takeovers from designers such as including Marques’Almeida.
So who created the most noise this season? Who cut through the social media buzz to become a trending topic at London fashion week, who whipped up the most hashtags, which event made more of an impact than Kanye at New York fashion week?
We’ve analysed the intel, and here’s the key moments that rose to the top of our LFW social media feeds.
1.Crocs x Christopher Kane
Arguably the collaboration of the season or at least the award for the most unconventional collaboration. Comfort shoe company Crocs had social media roaring with commentary with the use of hashtag #crocs. For most, the words “Crocs” and “fashion” are not synonymous, however the classic lightweight clog carried models across the runway in dark browns, blues and marble, ditching the usual Dora the Explorer kiddie charms for chic rhinestone jewels. Whatever your opinion on the collaboration, both Christopher Kane and Crocs got major exposure, which was arguably their initial goal.
2.House of Holland T-Shirts
Celebrating our 10th year since our first burst into the Fashion Arena- this season we launch our greatest hits anniversary eyewear collection alongside with a brand new Fashion Groupie T-Shirt collection! Shop our 10 year anniversary collection NOW- link in bio! 🎂🕶👕🍾 #HouseofHolland #houseofholland10 #hoheyewear #groupietshirts #eyewear #newarrivals
Celebrating his 10th anniversary, designer Henry Holland, dominated our social media timelines after releasing t-shirts featuring “parody” slogans. These slogans were aimed at “media celebrities” like Kendall and Kylie Jenner, the Hadid sisters and Kanye West in addition to important designers such as Michael Kors, J.W. Anderson and Olivier Rousteing. Strutting down the catwalk for the finale, slogans such as “Let’s breed Bella Hadid” were worn and the social media response to the £75.00 t-shirts has been mixed. Some are praising him for “returning to his roots of cool tees”, and others are offended and clearly creeped out by the obscene shirts.
This season Burberry, arguably the biggest British luxury brand broke with tradition by launching see-now-buy-now at its September show. Backed by a live orchestra, models walked the catwalk and looks from the show (historic silhouettes inspired by the Elizabethan era) were available immediately after for purchase. The globally live-streamed event currently has 186k Views on the brand’s Facebook page, with links to buy. While over on Instagram, the brand (with 7.6 followers) used a set of teaser videos to build a buzz in advance, with 15-second video clips featuring notable celebrities and models talking about the show weeks in advance.
Want more? Check out our global fashion week street style round-ups here.