Point of view: Fashion isn't a victim yet

Molly Flatt

The fashion industry has always been fashionably late to the social media party. For years, the girl on the street outstripped the big brands. While stylish snappers' daily Tumblr self-portraits were garnering thousands of fans, creative shoppers were crafting elaborate Pinterest mood-boards and bloggers were blagging prime places in the FROW, the fashion houses trailed behind, throwing freebies and show tickets at the grassroots gurus in an attempt to steal a little of their social shine.

But this September's global fashion weeks demonstrated how much things have changed. Every label worth its salt has a strategy, a livestream or a surprise up their sleeve. Some of the highlights included Diane von Furstenberg's models wearing Google Glass, the company's newly developed AR-enhanced eyewear; US designers Carlos Campos and Suzanne Rae using voting design platform CutOnYourBias to crowdsource their collections; a reappearance of Burberry's brilliant tweetwalk; and Topshop Unique's collaboration with Facebook on an interactive livestream, which allowed over two million people from 100 countries to use a special button to capture and share details they loved as they marched past, not to mention pre-order the clothes, the models' makeup and even the show soundtrack.