London Fashion Week taps into ‘see now’ trend by screening shows across the UK

London - As more and more designers announce a shift in their fashion weeks shows and collection drops, organisations behind the bi-annual showcases integrate new initiatives of their own to bring consumers even closer to the main event. Now London Fashion Week is set to be broadcasted amongst UK viewers as never before, as the British Fashion Council has teamed up with media company Ocean Outdoor to screen LFW footage to over 35 million people across the country this month.

BFC and LFW bring consumers closer to than catwalk than ever before via partnership with Ocean Outdoor

“Collaborating with Ocean Outdoor means that we are able to bring British talent and London Fashion Week to more people than ever before,” said Caroline Rush, CEO of the BFC. “At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the UK.” The new initiative with the BFC follows on from last February, when Ocean Outdoor teamed up with British fashion retailers Topshop and Hunter to showcase their AW15 catwalk shows on shoppable outdoor screens together with Twitter.

Daily round ups of shows from designers as well as presentations will be broadcasted on outdoor screen in 60 locations in the UK, bringing LFW for the first time to Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle. Screen will also be placed in London around Canary Wharf, Holland Park roundabout, Two Towers West and Westfield. The screen will showcase footage from February 15 to 23, and are set to play footage from last season SS16 showcase in the run up to LFW.

LFW to broadcast footage on 60 outdoor screens to 35 million UK viewers

“This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio,” said Ocen CEO Tim Bleakley. In addition to announcing their collaboration with Ocean Outdoor, the BFC also revealed its public programme of events running during London Fashion Week which is directed at consumers. This season’s consumer events include LFW talks,, the exhibition ’Fashion Utopias’ at Somerset house and London Fashion Weekend.

Photos: Ocean Outdoor collaboration with Topshop and Hunter, February 2015