Get Closer Than The Front Row

Matthew Williamson embraces new technology at LFW

An innovative new app called Vine is letting fashion fans in on the finer details at London Fashion Week. Since live catwalk streams took off, even if you can’t make the shows you can still see all the action. Now, Matthew Williamson invites us even closer to his autumn/winter 2013 collection using animated imagery that zooms in on the intricate details of key looks.

Exclusively shot by internationally renowned backstage photographer Sean Cunningham, using the inventive new app, 6-second video clips take us from full looks to minute detail in a flash. Adored for his sophisticated embellishments, the clips provide close-ups of every sequin in shimmering detail. Styled by multi-talented model, stylist, muse and DJ, Valentine Fillol-Cordier, the show is anticipated to be one of the week’s highlights.

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Kicking off tomorrow at 6pm, the mini-videos will stream from the designer’s official twitter page, @MWWorld using the hashtag #MatthewMagnified. See the full collection and show review here tomorrow. Plus, keep a very close eye on @ELLEuk for exclusive content and first looks straight from the catwalk throughout London Fashion Week.

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