Vogue.com has today started to deliver exclusive highlights from London Fashion Week using large format digital outdoor for the very first time to showcase real time digital media commentary with exclusive behind the scenes footage from the international fashion event.
The magazine is using Ocean Outdoor’s Eat Street digital billboard as a live canvas to reach shoppers at the Westfield London shopping mall, including promotion of Stella McCartney’s highly anticipated Olympic Adidas collection on Saturday.
Under the banner ‘Fashion As It Happens’, Vogue.com plans to provide daily highlights from all the catwalk shows, behind the scenes footage and live daily Twitter updates from the 100 or so events as they unfold.
Vogue.com has an average of 1 million unique users and 21.9m page impressions (source: Google Analytics July-Dec 2011).
Designer labels such as Mulberry, Burberry and Alexander McQueen’s new diffusion line McQ will feature across the week along with highlights of the shows of more than 10 other top designers including Paul Smith, Jonathan Saunders, Matthew Williamson, Mary Katrantzou, Roksanda Ilincic, Meadham Kirchhoff and James Long.
Condé Nast Digital Director Jamie Jouning said: “Westfield is a premium destination for shoppers who are in the mind set to explore new ideas from the very best of international fashion design. This is a media first for us and we are delighted that we can provide first class Vogue.com content in a new dynamic format to reach and engage with fashion lovers.”
Ocean Outdoor has signed an exclusive deal with fashion retailer Next for the duration of the London Fashion Week campaign, interspersing Vogue.com’s catwalk content with Next’s latest collections.
Ocean Outdoor Marketing Director Richard Malton said: “The immediacy of Vogue.com’s content demonstrates the flexibility of digital outdoor and its ability to deliver advertisers such as Next a highly engaging environment in which to showcase its brand.”