London Fashion Week: Your Digital Preview

Once again, London Fashion Week is aiming to prove it has just as much muscle in the digital department as its counterpart in New York.

 Innovation kicks off at Topshop. Newly installed chief marketing officer Justin Cooke, formerly vice president of public relations at

 Burberry, has developed an interactive, shoppable livestream experience for its Unique show on Sunday afternoon.

 On Topshop.com, viewers will be able to browse product shots and color options for certain apparel and accessories as they come down the

 catwalk. Viewers can then place orders for delivery in six to eight weeks. Beauty products worn on the catwalk will likewise be available

 for purchase with delivery in 48 hours. And each look will be instantly shareable with Facebook friends thanks to a “shoot the show”

 feature developed in conjunction with Facebook engineers.

 Jonathan Saunders is similarly offering fans the chance to pre-order his collection, this time on social platform Motilo, which allows users

 to shop together through live video and chat.

 Ten of the looks from Saunders’s Spring/Summer 2013 line will be made available immediately following the livestream, which is being hosted

 in a specially-created hub on the Motilo site.