Fashion Brands Go Digital at London Fashion Week
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Fashion brands are upping the stakes on innovation at London Fashion Week, with Burberry, Topshop, River Island and Hunter all competing to create the most groundbreaking digital platforms to showcase their designs and dial up social media buzz.
Burberry has teamed with Japanese social messaging app, Line, known for its cute, emoji-like character stickers. The two companies collaborated to create downloadable stickers of Vogue editor Anna Wintour, Burberry designer Christopher Bailey, photographer Mario Testino and British supermodel Cara Delevingne — all dressed in the iconic Burberry checked pattern.
The deal was struck to underline Burberry’s commitment to Japan, where it has 16 stores and will switch in June from working with a local licensee to managing its business directly there. Line claims to have more than 181 million monthly active users worldwide.
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