Today sees the launch of the 2011 London Fashion Week. As levels of hysteria amongst the fashion posse hit new heights, it’s interesting to look at how LFW has raised its profile on the digital front. 

In 2009, the British Fashion Council launched its digital innovation strategy. Designed to position London as a global leader in fashion, this embraces technology to stream catwalk shows online, making them available to a worldwide audience. 

Following two years of digital development, 2011’s LFW will now be accessible to a much larger, more diverse audience. Daily video highlights on screens in underground stations – and at Somerset House – will mean that you don’t have to be Anna Wintour to see the latest from the shows. 

LFW’s twitter (@LondonFashionWk) already has over 40,000 followers and is trending along nicely as expected. Any brand that has affiliations with LFW will certainly increase its exposure significantly thanks to the Fashion Council’s digital strategy.

Speaking of brands, Burberry’s snapped up another digital first for its show, which will be streamed live on the landmark 32m digital screen at Piccadilly Circus on Monday 21 February. Topshop will also be streaming nine shows live online, to over 150 countries, from its official venue.

As one of those who can only ever daydream about being on the front row at any of these catwalk premieres, I think it’s fantastic to see LFW taking full advantage of this digital strategy. It breaks down the barriers of exclusivity and allows people a peek into an industry that is notoriously selective – all I need now is an unlimited overdraft!

However, business talk was soon side tracked by laugh out loud tales from the fashion ladies at Woman magazine. And boy did Peppermint PR get to hear some screamers!

Hectic last minute demands from celebrity brides-to-be, afternoon tea catch-ups with Britain’s best loved WAGs and photo shoots on exotic islands (that’s Barbados, St Ives and Fiji darling). And I thought it was PR that was meant to be the glamorous industry? Well, on the plus side, we are going for our annual Peppermint PR picnic in Dunham Park tomorrow. Though can’t think we’ll be spotting any WAGs by the duck pond.

The ‘alien headed, robot-mannered lollipop’ – aka Victoria Beckham – has had her fair share of criticism in the past. But one thing that VB really understands is fashion.

For a woman who herself admits, “nothing ever comes particularly naturally to me”, she has produced a beautiful collection of chic frocks that are bound to get fashionistas quivering in their Jimmys when the range is unveiled in London this week. They may start at £650 a pop but the classic 50s inspired designs are very wearable, even for those who don’t live on a diet of warm water. Her frocks even have special zips that can be drawn upwards or downwards so that they can be stepped into without pulling on hair extensions or smudging freshly baked St Tropez – wagtastic.

VB’s high-end fashion collection looks to be the best fuel behind the brand Beckham PR machine to date. (Except for her shining, talented husband and the cunningly timed reveal of a new mop crop of course.)