TOPSHOP, BRITISH FASHION COUNCIL / LONDON FASHION WEEK

UK high street fashion retailer Topshop has updated its iPhone application for London Fashion Week. From 19-21st of February, the brand will live stream its catwalk shows from the Topshop Show Space to users. In addition, a QR scanner will help shoppers unlock content in stores or whilst reading the Topshop newspaper being produced during Fashion Week.

The app, created with mobile agency Red Ant, London already lets users shop from its women's collection, see what's 'new in' every morning, and of course locate convenient stores. Launched in December 2010, Red Ant claimed that it was downloaded 280,000 within four weeks of its launch.

Meanwhile, Fashion Week organiser, the British Fashion Council, has created a presence for the event on the London Underground. Working with digital production agency Grand Visual, it is broadcasting Fashion Week content on CBS Outdoor's 60 cross-track projection (XTP) screens. The content includes news, images, videos and updates from the @londonfashionwk Twitter account.

The content is being managed on Grand Visual's OpenLoop platform, which allows clients to manage, adapt and change in real-time, content being screened on digital out of home (DOOH) sites across the UK.

And, continuing to bring its fashion collections away from the exclusive arena of the catwalk, Burberry allowed anyone to embed and stream its London Fashion Week show live on their Facebook page.