LONDON FASHION WEEK 18-23 FEB 2011

Today the famous London Fashion Week for February 2011 kicks off at Somerset House with a jam-packed and diverse schedule, providing shows by iconic British designers and brands alongside debut shows of the best fresh and emerging talent from the British fashion scene.

The LFW Exhibition at Somerset House is also running from the 18th-22nd Feb, and is certainly not one to be missed, with over 60 new names showcasing this season and a variety of digital events and installations. For 2011, there is a new “Buyers Working Lounge” here too, supplying Breakfast pastries and Afternoon cheeseboards throughout the day to provide the perfect place for meeting contacts and to catch up on e-mails. The exhibition”s Happy Hour is also a must for press, buyers and designers who want the chance to drink Champagne and mingle, from 6-7pm each evening.

The LFW closes with Menswear Day on Wednesday 23rd Feb.

This year the British Fashion Council (BFC) is bringing the event to wider audiences, including the London commuters, through the “digital innovation strategy” which provides daily video highlights on screens throughout the underground and an outdoor LED screen in the courtyard at Somerset House providing live streaming of the shows. The Burberry Prorsum show will also be streamed live on the famous Piccadilly Circus digital screen at 4pm on Monday 21st – a first for any brand. The strategy aims to harness new technology and creativity and promote British designers to a global audience through the online live streaming.

You can also logon with your mobile here (http://londonfashionweek.mobi) to download the new LFW app and get the latest event schedules and updates direct to your phone.