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MCM X Christopher Raeburn: LCM's "most talked about" show

Lauretta Roberts
15 June 2016

MCM’s collaboration with British designer Christopher Raeburn was the most talked about brand on social media during London Collections Men (LCM), which finished in the capital on Monday.

According to digital marketing company Greenlight the MCM x Christopher Raeburn collaboration received 7,255 Twitter mentions during LCM. There was a considerable gap between MCM x Christopher Raeburn and the next most popular designer JW Anderson who achieved 3,840 Tweets, followed by Craig Green (2,208), Topman Design (1,862) and Belstaff (1,558).

Raeburn collaborated with the global luxury brand to mark its 40th anniversary and reimagined the brand’s iconic “Cognac Visetos” canvas in his signature RE-MADE aesthetic.

Called “Made to Move”, the capsule collection unites form and function, paying tribute to MCM’s travel heritage and Munich origins. It was presented at LCM using a 360-degree immersive installation that took models and attendees through “pop-digital weather systems” and cityscapes. The production of the show will no doubt have helped the brand achieve its status as top talking point.

However, as with London Fashion Week, Greenlight’s analysis shows that Twitter is declining in importance as a social medium for fashion. This LCM achieved 18,053 Tweets on the fashion shows, which compares to more than 281,000 posts about the events on Instagram.

Twitter’s declining popularity is likely in part to be a factor of its declining popularity overall but is also a factor of “the stratospheric rise” of Instagram, says Greenlight. The Facebook-owned photo-sharing app has firmly established itself as fashion’s social media platform of choice.

Instagram Christopher Raeburn

MCMxCR post on Instagram

COO and co-founder at Greenlight Andreas Pouros said that fashion influencers were now more driven by “Insta-style than Twitter-trends”. He added: “The opportunity to apply flattering filters and catchy hashtags has meant that the fashion set is increasingly favouring Instagram to promote exclusive snapshots of the hottest designers and clothes lines. Across both men and women’s fashion, Twitter has evidently become ‘so last season’ and savvy fashion retailers aiming their products towards men need to take note of this change to ensure they aren’t missing out.”

Instagram recently unveiled new functionality that would enable brands to position themselves officially as business on the app and take advantage of new functions such as contact me, creating ads on the go and user analytics.

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