If you’re looking for the low-down on London Fashion Week AW16 you’ve come to the right place! We have been lucky enough to speak with Cat Callender, Publisher and Editor of The Daily, official newspaper of London Fashion Week in association with H&M.
The Daily is the one-stop-shop for all your Fashion Week news and updates, and is published every day throughout the London Fashion Week, straight from Somerset House – the hub of LFW. The newspaper, which existes in both printed and online formats, provides readers with front row photographs of the runways and behind-the-scenes, backstage information.
The Daily is also on Instagram (@lfwthedaily) and keeps its feed up-to-date so that followers can stay in the know between shows! @lfwthedaily has posted over 100 media since the beginning of this years Fashion Week (3 days ago), so we asked a few questions about how Instagram is of use to the newspaper during the event. Here is the interview:
Q: The Daily is THE London Fashion Week newspaper – tell us about the company and what you do.
A: The Daily is a hot-off-the-press, daily newspaper and the official newspaper of London Fashion Week. Its must-read agenda-setting fashion content is loved by international style influencers and London consumers alike. Now in its seventh year, this pop-up, biannual broadsheet celebrates and critiques LFW and is created live each day, direct from the London shows. It is created by my bespoke publishing company Jenny & The Cat Ltd.
Hot off the press! Grab a copy of today's #LFWTheDaily and discover the latest news from #AW16 #LFW . Available at the shows, central London stations and London @hm stores. Or view online by following the link in our bio. #LondonFashionWeek #fashion #news #newspaper
A video posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 20, 2016 at 1:47am PST
Q: Do you call upon any fashion bloggers during fashion week?
A: We do. Especially for comments on social trends. We also shoot bloggers for our street style news pages.
Check out these accounts: @susiebubble and @disneyrollergirl are fashion contributors to the newspaper and Instagram enthusiasts!
A photo posted by Susie Lau (@susiebubble) on
Feb 20, 2016 at 3:45pm PST
Checking out the nerve centre of The Daily #lfw newspaper at @hm HQ #hmdailyhub – who doesn't love a moodboard? @lfwthedaily
A photo posted by disneyrollergirl (@disneyrollergirl) on
Feb 20, 2016 at 8:10am PST
We also wok with influencers who have healthy followings on Instagram. It is important for us to hit that sweet spot of someone having a healthy following but also being a credible voice with great style or informed point of view.
London Fashion Week kicking off today Keeping it simple coat @jilsander trainers @clarksshoes @clarksoriginals #clarkstrigenic
A photo posted by @nataliehartleywears on
Feb 19, 2016 at 1:07am PST
Quite a lot of dot ⚫️⚪️ #ootn #LFW @zimmermann_ @relatedapparel @kurtgeiger #spotty #dotty #clashing #60s #minidress
A photo posted by @marthaward on
Feb 19, 2016 at 10:05am PST
A lovely start to #LFW #maccharlotteolympia
A photo posted by Alessandra Steinherr (@alexsteinherr) on
Feb 19, 2016 at 1:57pm PST
Q: Which designers will you be following particularly closely this week?
A: All of them – it’s our business to be aware of what all the designers are doing : on the runway, off the runway and on their social channels.
@davidkomalondon #AW16 . #LFW #DavidKoma #LondonFashionWeek #runway #catwalk #London #fashion #fashionweek
A photo posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 21, 2016 at 8:37am PST
Today's Fashion Misfit. From top to bottom: @garethpughstudio @simonerocha_ @_caitlin_price. #LFW #AW16 #catwalk #GarethPugh #SimoneRocha #CaitlinPrice #fashion #London #runway #LondonFashionWeek . Pics courtesy of catwalking.com
A video posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 20, 2016 at 5:18pm PST
Spotted backstage @charlotteolympia . Forties siren meets 70s Warhol candy darling. #LFW #AW16 #LondonFashionWeek #charlotteolympia #cats #accessories
A photo posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 19, 2016 at 10:48am PST
Q: Do you see Instagram as a fashion-friendly platform? How is Instagram beneficial in your line of work?
A: Very much so because it is so visual. To dial-up this aspect of the platform, all of our posts are created by a graphic designer who specialises in creating social posts. We find moving image works very well for us as well as using various graphic devices to make our posts stand out. Although speed is important, we are increasingly finding that delightful posts with a definite point of view is as important in terms of engaging our audience. When everyone is feeding from the same honey pot, it is very easy to get lost in the white noise. Standing out and having a point of view and a point of différence is crucial. I think everyone is becoming so bored of blurry shots of models walking past that people are reaching for new and interesting ways to delight their followers.
Sneak peek of our Designer profile on @mollymgoddard in tomorrow's #LFWTheDaily newspaper. Grab a paper at the shows or a central London Underground Station near you. View paper online at the link in our bio. #LFW #print #MollyGoddard #fashion #fashiondesigner
A video posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 19, 2016 at 2:33pm PST
Q: How do you decide what to post to Instagram? Do you have a favourite filter for your fashion snaps?
A: For me it is not about filters but graphic devices. And looking at the rhythm and pace of the entire feed across the day. It’s also about dialing up the fact that The Daily is a newspaper and has incredible access. Hence our designer quotes which are rendered in élégant fonts and backstage imagery that we release the moment the show starts rather than pics snapped on the front row.
Straight from the designer @emiliawickstead backstage talking about her #AW16 collection. #LFW #backstage #EmiliaWickstead #LondonFashionWeek
A photo posted by London Fashion Week The Daily (@lfwthedaily) on
Feb 20, 2016 at 10:56am PST
Q: Do any of your team members use Instagram to get their own fashion fix?
A: We are surfing Instagram all the time in order to keep abreast of the fashion dialogue.
They’ve got the right idea!
Instagram has well and truly become the go-to platform for fashion inspiration and events coverage. The official Instagram account of the London Fashion Week is that of the British Fashion Council (@britishfashioncouncil), who deal with all things fashion in the UK, including London Fashion Week.
A round up of the shows from day 1 of #LFW featuring @charlotte_olympia, @ryanlostudio & @martajakubowski
A video posted by London Fashion Week (@britishfashioncouncil) on
Feb 20, 2016 at 12:55am PST
Some key statistics:
1st media posted on 10th September 2012
Followers: 203.5k
Media posted: 1.2k
Average number of likes per media: 1,690
Average posting frequency: 7 media/week, 30 media/month
Most liked photo ever:
A photo posted by London Fashion Week (@britishfashioncouncil) on
Dec 1, 2014 at 2:08pm PST
For more fashion inspiration, head over to our Influencer Index, under fashion influencers and find out who’s making noise in the fashion world on Instagram!
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