As Ralph Lauren's models strut down the runway later this month at New York Fashion Week (NYFW), thousands of Londoners will be able to see every little detail of the American brand's new collection for Spring/Summer 16 – as it is screened in Piccadilly Circus. 

Ralph Lauren will also be tapping into Periscope's ten million users, showcasing the happenings live from NYFW directly to the Twitter-owned app. "Periscope has more than 10 million users so the potential is tremendous, and they're a very savvy audience," David Lauren said. "Additionally, there are the [estimated] two million or so people passing through Piccadilly each week, and very few of them probably expected a front row seat to New York Fashion Week."

This partnership marks the first time that Ralph Lauren has partnered with Periscope and is the latest in a series of pioneering tech projects from the American giant, after it recently showcased a collection in 4-D in Central Park, debuted interactive, stoppable windows, and introduced the PoloTech smartshirt

Stay tuned for more New York Fashion Week news on Buro 24/7 Middle East...