Why Instagram Live Is Set To Be The Biggest Trend At London Fashion Week

You won't even need a show invite to witness this season's sartorial goings on...


by Danielle Fowler |
Published on

Ever since Instagram launched their live feature in the UK on 17 January, we haven’t been able to put our phones down. And this season, the revolutionary tech update is set to alter how we participate in London Fashion Week.

Every season, the fash pack flock to the four capitals of the world renowned for their inimitable sartorial game - New York, London, Paris and Milan.

But there’s one major aspect to fashion month that nobody can ignore. Without fail, bloggers snapped by street style photographers, the ‘it’ crowd sitting FROW and even models storming the catwalk (remember Dolce and Gabbana's spring/summer '16 show?) will have one thing in common. They will each have a smartphone in their grasp...

Models take selfies at Dolce and Gabbana's spring/summer '16 show ©Getty

Whether they’re taking selfies prior to the show commencing, snapping their wristband laden wrists or posing for endless #OOTD posts - no catwalk attendee will be without an iPhone. And this season will be no different, as there’s a subtle shift taking place among fashion followers.

The iPhone made it to the catwalk for spring/summer '16 ©Getty

For the first time in fashion history, designers and guests will be able to share the sartorial magic as it happens courtesy of Instagram Live.

The ephemeral stream will enable Instagram viewers to gain a sense of inclusivity without even needing a show invite. Needless to say, the app's latest feature is set to take London Fashion Week by storm this season.

What is Instagram Live?

Instagram Live was first announced on 21 November 2016. The new addition introduced by the social media platform enables users to share ephemeral video content. The revolutionary feature followed the introduction of Instagram Stories, where you can upload photographs and short videos in order to curate your own visual slideshow.

How do I use Instagram Live?

In order to use Instagram Live, simply swipe open your Instagram app, tap into the Stories camera and click ‘Live’ to switch into video mode.

The footage is ephemeral so as soon as you stop recording, the video will vanish. While you’re live, you can allow your followers to interact with you and can even pin a comment for everyone to see. Or, if your prefer, you can turn off comments altogether.

Which designers have used Instagram Live so far this season?

Burberry made history back in February 2010 when it was the first brand to ever live stream a catwalk show.

The fashion house famously showed its autumn/winter '11 show in New York, Paris, Dubai, Tokyo and Los Angeles via video streaming. And ever since the iconic moment in fashion, brands have evolved to debut their collections in a similarly uncensored manner. This time, through raw footage streamed to our mobiles thanks to Instagram Live.

Burberry was the first fashion brand to live stream their show back in 2010 ©Getty

So far this season, designers such as Thakoon have used the feature to their advantage. The brand went live during model fittings, giving viewers a rare behind-the-scenes snapshot of life behind the catwalk.

Similarly, Prabal Gurung went live on his taxi ride home from his autumn/winter '17 catwalk debut. The designer took questions from his followers and in turn, gave viewers a rare insight into his creative process.

The urge for followers to access raw footage is growing as we seek behind-the-scenes snapshots into the fashion world more than ever before. Gone are the days when Instagram snaps hours after the show would satisfy the needs of fashion devotees...

Which bloggers have used Instagram Live?

It's not only designers who have utilised Instagram Live to their advantage, as fashion bloggers have also jumped on the tech trend. This season, We Wore What took over Tommy Hilfiger's Instagram Live during his show on Venice Beach.

Fashion influencer Chiari Ferragni is also renowned for using Instagram Live, frequently streaming shows to her 8 million followers while Song Of Style also uses the new trend to her advantage, enabling her 4.3 million followers to gain access to her world.

Who will use Instagram Live this season?

So which brands can we expect to give followers a rare insight into their fashion house this season?

Make sure to keep an eye on Calvin Klein, Diane Von Furstenberg, Tory Burch and Tibi this coming week for unfiltered behind-the-scenes live action. It's an opportunity for you to watch the show unfold without even needing an invite. Make sure to give them a quick follow.

Tips on how to use Instagram Live

With over 681,000 followers on Instagram, fashion influencer Eva Chen is undoubtedly a pro when it comes to producing the best content.

Fashion influencer Eva Chen is a frequent user of Instagram Live ©Getty

So what advice does the former editor-in-chief of Lucky have for up-and-coming bloggers?

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