Tweet, blog, stream and flog fashion on social media catwalk

GENERATING BUZZ: A model has her hair styled before a reception on the eve of London Fashion Week in this Sept 13, 2012 photo. Fashion labels such TopShop used the power of social media to generate interest among viewers for their collections at the event. - Reuters

LONDON: Luxury labels demonstrated the instant selling power of social media during London Fashion Week like never before with videos broadcast live online to the world from shows crammed with tweeting, blogging designers, editors and celebrities.

Retail clothing chain Topshop reached the largest online audience for a live-streamed London fashion show on Sunday, with two million viewers tuning in from more than 100 countries to see Topshop Unique’s latest collection.