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Though some major fashion shows are livestreamed (or, in the case of L'Wren Scott, Instagrammed), Edinburgh Fashion Week is 100 percent online. Scotsman.com is broadcasting three shows a day from the Scottish city, including local brands like House of Fraser, Fiona Somerville, and Goodstead. Local boutiques like Shhh..., a high-end shoe store, will also present collections.
Unlike Paris and London Fashion Weeks, which are huge and expensive productions, Edinburgh Fashion Week was the brainchild of Gary Anderson, a fashion student at Edinburgh's Napier University. He watched some of the New York shows online and started wondering why his own town couldn't do the same thing.
"The fashion industry can sometimes alienate people if they are unable to attend events due to location, timing and financial restraints. We wanted to make our event accessible to everyone so we are using the internet to communicate with a much larger audience," he says. "It's so important to highlight the talent that we have in Scotland and support our local businesses." he adds.
EFW goes through this Friday, so check out the schedule online.
· Fashion forward student launches Edinburgh's first online fashion week [STV]
· Edinburgh Online Fashion Week [Official Site]