IBM has partnered with London Fashion Week (LFW) as its digital agency.

The tech giant is set to redesign LFW's website as a cloud-based platform which will allow users to "interact with the fashion flair from London".

IBM said the collaboration will be powered by the IBM iX Experience Orchestrator, the business design and experience transformation arm of IBM Consulting.

IBM said the partnership will include re-designing LFW’s mobile first website and developing existing features and experiences, including city-wide celebrations, event schedules, Google Maps, and carousels.

"Immersive engagement plays an important role in connecting designers with buyers, media and consumers during London Fashion Week,” said Clara Mercer, communications director at the British Fashion Council. “As events move to a hybrid state to accommodate both a digital and physical experience, we looked to expand our work with IBM to help deliver the London Fashion Week digital platform and drive the most innovative experience for the fashion industry."

Kristine Long, IBM iX Distribution Sector Leader UK and Ireland, said: "London Fashion Week showcases some of the world’s most innovative emerging designers and established international brands.”

She added: “It’s important that the creativity, style and panache that is seen in the physical event is replicated into the digital experience."

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