BFC Digital Domain deal will boost immersive digital content at LFW

By

Sandra Halliday

Published
Nov 15, 2017

With digital and interactive content becoming ever more important in the promotion of fashion brands and fashion weeks, The British Fashion Council has announced a multi-year partnership with Digital Domain, a global immersive content studio.

It will be responsible for the BFC’s immersive content strategy, with a focus on interactive experiences. All of the BFC's events and partners, including designers and brands “will have access to Digital Domain's expertise to influence content and engage with today's consumers, decision makers and fashion fans around the world.”

And that expertise includes areas such as virtual, mixed, and augmented realities as well as other technologies. Its capabilities include hotspot tech, allowing viewers to interact with the shows, designers, products, “and to complete the customer journey through a shopping mechanism, all in an immersive and interactive environment.”

What this means is that the whole experience around both the women’s and men’s London Fashion Weeks and other BFC-organised events is likely to become much more digital and to see wider participation by the public rather than just fashion industry insiders. 
The company said the the fashion weeks plus The Fashion Awards and open-to-the-public London Fashion Week Festival will see "immersive access” for consumers “providing fashion enthusiasts unprecedented access and experiences.”
BFC chief executive Caroline Rush said: “The British Fashion Council has a strong legacy of being at the centre of innovation. [This] will give our designers an exciting platform to reach their fans around the world in a new engaging and interactive way."