As the countdown to London Fashion Week begins, dedicated "followers of" can get their fashionista fix while on the tube. Cross track projection sites on the London Underground from CBS Outdoor will bring the glamour of Fashion week to travellers with screenings of specially shot fashion week content, sponsored by Glaceau Vitamingwater.

Daily diaries and bulletins from the event will be broadcast during the week itself (18-24 February), with highlights from the shows broadcast for the week immediately afterwards. 

Lisa Rokny, Head of Creative and Development at CBS Outdoor UK commented: “The London Underground is an iconic setting to celebrate world-class fashion. Digital outdoor is a broadcast medium, which makes it a natural partner for fashion and the arts so  we’re delighted that the British Fashion Council recognised the benefits of CBS Outdoor UK’s network and expertise in producing eye catching content for the screens. This campaign is a great example of how a brand can sponsor this relevant content on our digital screens, amplify their association and engage Londoners even further .”

Cross track projections definitely command strong attention from waiting commuters - although it's always a disappointment when a site is used to display static, albeit pretty, graphics. Digital OOH needs really eye-catching opportunities to demonstrate its full potential. 

See also: Lynx angels on the streets of Santiago, and some impressive 3D projections.