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"British fashion designers will begin revealing their autumn/winter 2013 men's collections in London on Monday. \nAlthough the three-day series of events promise to be more modest in scope than the unveiling of the women's collections at London Fashion Week in February, the British Fashion Council and several independent houses are endeavoring to escalate consumer attention to the collections via a series of digital initiatives spanning the web, social media and out-of-home display.\nEleven designers will be live-streaming their shows, up from nine the year previous. Livestreams (the schedule for which can be found here) will work on personal computers, as well as tablets and smartphones. Show footage will also be posted to the BFC's dedicated microsite for the men's collections.\nIn an aim to streamline discussion about the shows on Twitter, the British Fashion Council has dubbed #LondonCollections the official hashtag for the week. The public is encouraged to pose questions to members of the Menswear Committee using hashtag #AskLCM on Twitter; answers will be delivered via the @BFC account.\nUK residents are also encouraged to snap street-style photos of fashionable men and upload them to Twitter and Pinterest using the hashtag #ManAboutTown; the best will be made into a Pinterest board and Facebook album designed to illustrate the best of British men's style.\n\nElsewhere on Pinterest, designer Lou Dalton is chronicling preparations for her Monday show via a series of inspirational and backstage images on the BFC's official Pinterest account. \nFashion journalist Charlie Porter has also agreed to create boards of his favorite catwalk and street style looks, among other moments, on the BFC's Pinterest.\nPhotos, particularly ones taken backstage, will also be posted to the BFC's Instagram feed.\nThe week's digital experiences won't be confined solely to web and mobile experiences. On the street-facing windows of the Hospital Club, where many shows are taking place, passersby are prompted to run augmented reality app Aurasma to bring a life-sized catwalk installation to life. The app experience will change each day to show recent show highlights, according to the fashion council.\nThe BFC isn't the only organization in the industry pulling together consumer-facing digital initiatives. Topman, the men's apparel counterpart to Topshop, is promising fans a \"360-degree\" livestream experience on Facebook. Viewers will be able to scroll left, right, up and down, a feature designed to mimic a front-row perspective. They'll also be able to take screenshots to share looks instantly to their Facebook friends.\n\nTogether, these efforts promise to increase public consumer interest in what was once a relatively closed industry event for buyers and press. \nThe number of platforms the industry is embracing is impressive; there are multiple entry points for the public to engage, whether surfing the web from their desktops or mobile devices, checking in on Facebook, Twitter or Instagram, or simply passing by the Hospital Club."^^<http://www.w3.org/2001/XMLSchema#string>
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