London Fashion Week (LFW) has always been known for cutting-edge clothing, but designers are now using Facebook and Twitter to lead the industry's digital revolution and feed consumers' appetite for fast fashion.
With U.K. sales of online fashion expected to hit £10.7 billion ($17.4 billion) in 2014, the industry's elite has leveraged social media to tap tech-savvy shoppers.
British retailer Topshop, which is set to open a store on New York's iconic Fifth Avenue this fall, released six exclusive items of clothing on Facebook that were available to buy as soon as the LFW runway show finished on Sunday. These garments were not modelled on the catwalk.
Topshop, owned by Philip Green's Arcadia, also created an interactive window in its flagship London store, in which fans could use a hashtag on Instagram and be featured in the mosaic-like collage of images.