Yes, it is true. This year everyone is invited to see the catwalk shows during London fashion week plus get never seen before, all areas, backstage footage from the shows.
The British Fashion Council have been uniting fashion and digital media together for years but their plans for this year are the most impressive yet. BFC will live stream 44 catwalk shows over the course of London Fashion Week so that press, buyers, bloggers and the public can watch them from home or on the big LCD screens in the courtyard of Somerset House. Additional Q&A sessions with designers and industry insiders will also be broadcast through the live stream along with images from the backstage area being streamed across the London Underground system.
It is not just the shows that have undergone a digital makeover with exhibition passes, the London Fashion Week logo and the much loved newspaper The LFW Daily being magically transformed into digital content when linked to a smartphone.
Some people may complain about the lack of exclusivity that this new innovation will bring but what they don't realise is that the digital schedule will promote British design and creativity to the whole world. Something, that has never been attempted by any other fashion week around the world.
What are your thoughts on the new digital schedule?
Watch the live stream here