A live feed from London Fashion Week will be shown across 60 cross-track projection (XTP) screens on the London Underground by CBS Outdoor.
A dedicated photographer will have backstage access at London Fashion Week, and will be able to wirelessly distribute behind-the-scenes photos directly from the event to the screens.
The images will be projected alongside highlights from the @LondonFashionWk Twitter feed, a live schedule of upcoming fashion shows and fashion news.
The activity will be produced by Grand Visual, a leading digital production company, and delivered via their OpenLoop platform.
Jason Cotterrell, UK country director at CBS Outdoor UK, said: “In partnership with the British Fashion Council, London commuters will now be able to enjoy live content from London Fashion Week. The London Underground is an iconic setting to be celebrating world-class fashion and we’re delighted that the British Fashion Council continues to recognise the benefits of the XTP format in engaging with London’s fashion conscious urban audiences.
“This heralds our aspiration to be an important advertising channel for retailers and fashion in London especially this summer where Londoners and Olympic visitors will shop. ”