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Burberry puts tweeters in the front row at London Fashion Week #LFW

September 19, 2011

Photo courtesy of @Burberry

For many, it is the dream seat of a lifetime – a front row spot at one of this season’s must-see designer shows and, with it, the knowledge that you have finally achieved what many can only hope to one day attain: fashionable status.

For the past few days, London – and indeed the fashion world at large – has been set alight by the delights and delicacies parading down the catwalk at London Fashion Week. Carefully manicured claws have been out for months in order to procure tickets to the hottest shows in town and there have been tears, tantrums and fits of frenzied fashion hysteria by those not lucky enough to have been blessed with a spot at the front row of fashion’s must-attend event.

Surely, you ask, it is enough to attend such an event? The answer – most definitely not. As the most discerning of the fashion pack will tell you, while raising a perfectly plucked eyebrow at your ignorance, the front row is the be all and end all at LFW. Sit anywhere else and you might as well be perched outside on the curb, just hoping to catch a glimpse of your favourite celebrity as they effortlessly glide from one front row seat to the next. 

This year, however, one fashion house made the ultimate concession to its worldwide fans by bringing its S/S 2012 collection to the fashion-forward, Twitter-loving masses before revealing it to the waiting critics who had been lucky enough to secure a ticket to the show itself.

Photo courtesy of @Burberry

Burberry (@Burberry) broke down the traditional social media barriers, posting pictures of each model on Twitter before she stepped out onto the catwalk. Rather than relying on the shaky, less-than-perfect photos taken on the phones of front-row spectators, tweeters were treated to the first look at the fashion house’s newest collection through a series of professional images.

The #Tweetwalk completely changed the way in which Fashion Week has been reported by journalists and revolutionised the idea of the ‘fashion blogger’. Before any of the show’s attendees had a chance to do any more than tweet their first thoughts on the collection, writers across the globe had taken to the blogosphere to voice their opinions on the colourful clothing, the detailed beading and the quirky geometric patterns.

Is this, we must ask ourselves, the future of fashion?

Twitter is already the go-to tool for journalists across the globe and has been ground zero for a number of breaking international stories.

There are some who will claim that the now-infamous phone hacking scandal has not only been reported on the social networking site, but indeed nurtured and manipulated by those closest to it. Hysteria surrounding the subject gradually reached unforseen heights as secretive identities began tweeting from within the fotress-like walls of News International itself, broadcasting the very heart of the matter to the masses before newspapers’ reporters even had a chance to power up their computers.

Photo courtesy of @Burberry

Perhaps we are to see similar fashion-forward #tweetwalk events over the coming months as more social media-savvy fashion houses decide to broadcast their shows to the world. While many aspiring journalists, bloggers and designers will continue to lust after those must-have front row tickets, the rest of us can perhaps be content with the fact that the collections themselves no longer hold the same exclusivity and secrecy that once surronded them.

S/S 2012 could be the starting point for a fashion revolution. Who knows?

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