#LFW: The ELLE UK Twitter report

Cara Delevingne more popular than 1D

The Twitterverse has spoken – and LFW’s autumn/winter 2013 show season was its most successful ever.

There was an 81% increase in the volume of tweets about the shows from the spring/summer 2013 season in September – and, with ELLE UK’s editors providing the ‘first look’ from shows from Marios Schwab to Burberry direct from the front row, it’s little wonder that we saw an increase of more than 30% in our interactions with you, our readers.

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The catwalks wrested control back from the front rows, with 18,553 tweets about the models comparing with just 9,418 about celebrities in the front rows. Needless to say, Cara Delevingne grabbed the largest share of that, with a phenomenal 18,553 tweets being sent about her over the five-day week, totally eclipsing the most tweeted-about front row celebrity – 1D’s Louis Tomlinson, who earned the honour despite attending only one show.

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Topshop, Burberry and Mulberry were the three most tweeted about brands. And, while it’s only natural that the lion’s share of tweets came from the UK at 57%, second in line was the USA at 15% - clearly underlining the significance of the British fashion industry on the international stage.

ELLE’s editor-in-chief Lorraine Candy is unsurprised by the findings, noting the brilliance of social media in ‘demystifying fashion and making it more real.’

The report, of course, wouldn’t be complete without a nod to ELLE's March cover star Victoria Beckham. She may show in New York rather than London, but she ruled the #NYFW catwalk – garnering more tweets than the next two biggest shows combined.

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