The London Spring Summer 2013 shows saw dedicated followers of fashion pick up their smart phones and hit their laptops to discuss and disseminate their opinions in greater numbers than ever before.
Burberry was among the hottest topics with over 21,000 mentions though don't make the mistake of thinking all eyes were in the clothes: One Direction's Harry Styles, who was sitting on the front row, was mentioned in a third of them.
Statistics from digital analysts, Precise, counted over 225,000 online conversations over twice as many as last year. They also noted that 95% of posts were positive. Online trolls? Not in fashion
Twitter's most-followed user Lady Gaga will be pleased to know that her cameo appearance at Phillip Treacys millinery show sparked 5,000 mentions online. And the two London brands to gain the most ground on social media during the five days of shows were Mary Katrantzou and the House of Holland although the survey doesnt record how many of those were sent by Tweet-happy Henry himself