Although fashion technically started when humans began wearing clothes, its documentation through photographs is a phenomenon belonging to the early twentieth century. With advancement of digital technique, the following century saw fashion become an art form ubiquitous with technical innovation.

In 2016, the medium of video has allowed the styles of London Fashion Week to be broadcast to many major cities across the UK.

Running from 19-23 February, London Fashion Week is an annual event held to showcase the best of British and international designers. UK beauty brand Maybelline is involved in proceedings for the second year running - from implementation to final catwalk shows, the brand has also been the beauty sponsor of the event.

This year, however, Maybelline’s partnership with the British Fashion Council ensured that six catwalk events, all sponsored by Maybelline, were showcased in areas external to its usual London arena.

By implementing such widespread video usage for the first time, Maybelline aims to communicate how catwalk style can be created in the most ordinary of settings. Media company Ocean Outdoor collaborated with the BFC to ensure Maybelline's six catwalk shows - by Felder Felber, Fyodor Golan, Temperley, Osman, Ashish and Xiao Li - as well as many others were available to fashion followers based outside of London. The project was managed by media agency Maxus.

Maybelline is well-known for showcasing models such as Jourdan Dunn and Gigi Hadid; its brand is popular as an inexpensive yet good quality alternative to more expensive make-up options. This partnership with the British Fashion Council will allow designers to connect with audiences further afield than the London Fashion Week ‘bubble’ while disseminating the Maybelline brand to its target audience of young women.

Neil Tookey, head of radio and OOH investment at Maxus, says, “To date, outdoor has played an important role in reaching Maybelline’s key young, urban audience, but reach has been limited to London. By taking over Ocean Outdoor’s digital screens, we have the opportunity to give the Maybelline brand some monumental exposure and link it to London’s hottest fashion event of the year.”

A dedicated social media campaign, centred on the hashtag #MyFashionWeek, has also been put in place to provide an extra platform for proceedings.