Five of Event's favourite London Fashion Week activations

Fashion Week comes but twice a year, and with a growing following thanks to the prevalence of street style blogs and Instagram, brands are keen to get in on the act. Here is our pick of top activations from the past few years...

Microsoft's Smartskirt was made from working Nokia Lumia phones
Microsoft's Smartskirt was made from working Nokia Lumia phones

Fyodor Golan and Microsoft's Smartskirt

Microsoft joined forces with fashion designer Fyodor Golan in February 2014 to create an interactive 'Smartskirt' - a garment made up of 80 Nokia Lumia 1520 smartphones. The appliances displayed images that mimicked the look of actual fabric, and they moved naturally with the walk of the model. Forming part of Fyodor Golan's AW14 collection, the brands worked with technology agency Kin to produce the spectacle.

Vauxhall Fashion Scout

Vauxhall selected the spring/summer 2013 LFW as a platform to showcase its new Adam model. It enlisted three up-and-coming designers to customise the new car, and their efforts were displayed outside of Freemason's Hall. Inside the venue, Vauxhall headline sponsored catwalk shows, exhibitions and presentations.

Wedgwood: Project Tea Cosy

An iconic china brand may not be the first company that comes to mind when thinking of hat design, yet Wedgwood was named as partner of the British Fashion Council’s (BFC) millinery programme, Headonism, in 2014. The work of four of the scheme’s designers were put on display at a pop-up showcase at London Fashion Week in Somerset House. The catch was they had to design a hat for a teapot - an everyday tea cosy.

Ghd’s S&M Studio

Ever a fan of raising eyebrows, hair styling brand Ghd played on the theme of ‘sleek & movement’ to create the S&M Studio at last September’s LFW. The brand took interior inspiration from the leather-loving lifestyle and added 'tool wall', keyholes, black mesh curtains and decadent light fittings alongside a fully functioning hair salon.

TfL's bus stop fashion exhibition

TfL hosted a unique exhibition in support of its fellow London institution in February 2014. A number of its bus station roofs along the Strand were adorned with sartorial images from photographer and artist Juergen Teller, viewable only to those who took a seat on the top floor of the red automobile. The activation formed part of TfL’s Year of the Bus campaign.

And the one that backfired...

Taking Shape’s Skinny Bird Watching

Plus-size retailer Taking Shape took to the streets of Fashion Week last February with a ‘skinny bird watching’ installation, complete with twitchers with binoculars in cagoules. The company was out to produce a 'tongue-in-cheek' PR stunt poking fun at the thinness of the fashion crowd, however the internet duly assassinated the campaign as a form of body shaming.

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