For the Spring/Summer 2012 shows, Stylist.co.uk brought the London Fashion Week experience to life through a variety of means. Under the strap line ‘live at London Fashion Week’, the main draws included live streaming of the shows, the London 100 (a gallery of the team’s 100 favourite looks from the runways, part of a series which also covered New York, Milan and Paris), and the LFW Dog Blog, which featured entertaining updates, designer interviews and celebrity snapshots from Stylist‘s special fashion week correspondent, Lenny the pug. (That’s him below, decked out in designer doggie wear and sticking his tongue out at you.)
Additional coverage included:
– Beat The Fashion Bloggers competition, featuring respected fashion bloggers Kristen Knox from The Clothes Whisperer, Laetitia Wajnapel from Mademoiselle Robot, Ella Gregory from Coco’s Tea Party and Kelly Morris from What She Said
– Live tweeting from the Stylist Twitter account
As a result of this content plan, the site attracted almost triple the amount of traffic it did during the previous round of shows in February 2011, and on half the budget. This was helped in part by the excitement generated by Lenny’s Dog Blog, which drew tweets and online coverage from, amongst others, Mercedes LFW, Harrods, Mulberry, Toni & Guy, Paul Smith, Gemma Cairney, my-wardrobe.com, Net-A-Porter.com and Refinery29.