Following the unprecedented success of its inaugural event, Online Fashion Week has returned for a second year.
Always light years ahead of the rest, British Vogue curated the first ever OFW last December. And like everything Vogue touches, it turned to gold. Back for another year, the event looks to promote online retailers through Vogue editorial, providing consumers with a fashion week experience that focuses purely on sales. And with Christmas on the way, it comes just in the nick of time.
The ingenious idea was initially the brainchild of our Dolly Jones, long serving advisor to The Industry and editor of VOGUE.CO.UK. Essentially an extension of Fashion’s Night In, the event will see Dolly‘s team of editors and contributors blog offers and discounts around the clock for five whole days – that’s 104 hours of blogging!
“OFW was not only a world first, but a resounding success for everyone involved, so we are really excited to be bringing it back for a second year in 2012,” Lucy Hutchings, acting managing editor of VOGUE.CO.UK exclusively tells The Industry. “From now until December 3rd, the Vogue team will be liaising with online retailers to plan top secret, exclusive offers, one-time-only products and never-seen-before content – we will be unveiling all from Monday morning at 9am and then blogging 24 hours a day until Friday at 5pm.”
Giving exposure to independents and established retailers in equal measure, OFW is an event for everyone. To add to this, Vogue will be donating a proportion of profits to official charity partner, the Oxfam Girls Education Project.
Industry members, Tom Chapman of Matches, Sarah Curran from my-wardrobe.com and Donna Ida Thornton of Donna Ida will all be involving their businesses in the online festivities.
OFW runs from Monday 3rd until Friday 7th December on VOGUE.CO.UK.
