will be providing full coverage of the catwalk shows, pictures of each collection, news, reviews and gossip and a who's who of the fashion industry.
A live webcam from the London Fashion Week tents will be streamed on the site, on which L'Oreal's TV ad will be broadcast every five minutes.
"Feria is a brand for the independent, trendy consumer with a strong interest in fashion. The internet is therefore a natural medium for us to use in order to successfully communicate with these consumers," a spokesman for L'Oreal said.
Traffic to the site is driven up by a competition offering visitors the chance to win tickets to next season's London Fashion Week in September. Data captured from the competition will be used in future campaigns to drive awareness of the shows.
Chris Leo, digital planner at Universal McCann, which booked the sponsorship, said: "The exclusive live coverage will be an ideal way to reinforce L'Oreal Feria Color's very fashionable brand positioning. This, coupled with the competition, will enable us to build excitement and provide an opportunity to re-contact potential customers in the future."
As well as news, gossip and pictures Vogue.com will also provide coverage from the New York, Milan and Paris shows.
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