LONDON: Leading retail brands are looking to digital to leverage London Fashion Week, which starts tomorrow, combining it with the possibilities now offered by digital out of home.

Fashion retailer Topshop has created an ambitious combination which will see it team with microblogging site Twitter to identify trends as they appear, with relevant hashtags and images subsequently featuring on ads which will appear on digital billboards in six cities around the country.

People seeing these can then tweet @Topshop using one of the hashtags to receive a curated list of Topshop styles that fit the trend and which can be purchased straight away, The Drum reported.

It will also be using Vine as a vital part of its social strategy, with models using a Vine booth to share looks before taking to the catwalk.

Sheena Sauvaire, global marketing and communications director at Topshop, was excited by the developments which were helping to "democratise" London Fashion Week.

"The idea of live advertising is just beginning," she said, adding that "this will be a first example of real-time shop-able billboards."

Topshop has been something of an innovator at London Fashion Week, running a live Facebook feed from a catwalk show back in 2012, with a facility for viewers to order and customise the garments they saw and liked.

Hunter, the upmarket bootmaker, will be following this example, live streaming its show across nine outdoor screens in UK cities as well as globally on the brand's Facebook and Twitter profiles and website.

It will also take over the WiFi landing page at each of the WiFi enabled screens nationwide to drive consumers to its mobile responsive e-commerce site.

Luxury brand Burberry, meanwhile, has partnered with Japanese messaging app Line to live-stream its womenswear show and, said CEO Christopher Bailey, "build a very personal relationship with audiences in Japan".

Data sourced from The Drum; additional content by Warc staff