We are currently in the throes of London Fashion Week (19th – 23rd February 2010). What has struck me so far about this year’s event is not the continuation of the big shoulder trend (its here to stay ladies), nor the emergence of leather socks (thanks very much, Paul Costello) – but it seems that this year, social media is the big trend that’s emerging.

‘LFW’ was once viewed as the fashion event of the elite – attended by glossy magazine editors, industry insiders and skinny models only. Now the runway information is instantly available to everyone who wants it, thanks to bloggers, Twitter posts (follow #LFW for all updates) and even London Fashion Week’s own website.

This year, the official site is offering online streaming videos of the runway shows and a newly launched blog portal listing the bloggers who are following LFW. These include Times Fashion and Liberty London Girl – bloggers who are sure to be tweeting and posting updates, photos, videos and gossip - directly from the front row.

The fashion world’s grasp of social media is not new. Last year, Burberry linked up with Facebook to launch artofthetrench.com – a social networking site enabling fashionistas to upload pictures of their favourite trench coat, creating a community of wearers of the Burberry classic. Fashion-related iphone apps such as Shop Style and Chanel Haute Couture are also growing in popularity.

The female social media market is simply one that cannot be ignored. Facebook says its approx. 350 million users are split evenly between females and males and websites such as Cardiff Geek Girl are springing up across the UK as a way of bringing together female bloggers and social media enthusiasts.

Social media and online networking is the big trend from London Fashion Week 2010 and, unlike leather socks, it’s a trend that a lot of women are going to follow.

- Katie Chappelle, digital media manager