London Fashion Week might not have quite the prestige of its European rivals in Paris and Milan, but it does lead the way in digital innovation, with 90% of shows streamed live, according to the British Fashion Council.
British label Burberry was the first brand to live-stream a fashion show in 2010, and is still leading the way in high-tech fashion experiences.
During this week's show, which took place in Kensington Gardens (right next to the royal residence of William and Kate), Burberry became one of the first brands to use Twitter's new "buy" button for in-tweet purchases, U.S. customers were given the opportunity to buy a limited number of the new spring/summer 2015 nail colors as soon as they appeared on the runway.
Burberry also introduced an online "Runway Made to Order" service, which – for two weeks only – allows customers to buy and personalize Burberry's trademark trench coats and bags from next spring's collection.
For the first time, the show was live-streamed on China's WeChat, while Chinese film director and actress Vicki Zhao provided commentary. Burberry also made use of Instagram's new app, Hyperlapse, to publish time-lapse videos during the countdown to the show.
On YouTube, Burberry trialled a new beta function, allowing viewers to watch highlights from the show while moving through layers of content, including stories behind the season's inspiration, the show's soundtrack, the latest make-up look and reactions from the guests as they took their seats.