Burberry won the social media battle at London Fashion Week (LFW) this month, generating over 21,000 mentions on Facebook, Twitter and other blogs.

But while two-thirds of the comments were about the label’s clothes, 25 per cent focused on One Direction heartthrob Harry Styles, who took pride of place on the front row beside burlesque star Dita von Teese. Burberry’s stellar guest list — including TV presenter and model, Alexa Chung, and Paralympic champion Johnnie Peacock — was a major part of the appeal, according to business information group Precise. The brand enjoyed double the exposure of its nearest rival, Topshop, whose Unique show attracted around 10,000 mentions.

Burberry and Topshop racked up the largest number of tweets — with 20,924 and 9,161 respectively. The label’s social media success comes in the wake of Victoria Beckham’s triumph at New York Fashion Week. Beckham racked up a whopping 57,000 new Twitter followers over the five-day event, and was mentioned 17,173 times on social networking sites.

— Daily Mail