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London Fashion Week: Topshop offers catwalk 'customisation'

Topshop customers are being invited to adapt key looks and share them with friends the moment they are revealed at London Fashion Week.

Topshop has partnered with Facebook to create a “Shoot the Show” experience. By clicking on a button in the corner of the live stream or on demand version of Topshop Unique’s LFW catwalk show, users will be able to change the colour of selected key looks and accessories and share them the moment they hit the runway.

Users can also order items three months ahead of standard time. As well as clothing, shoppers are also able to buy or share the music – downloadable on topshop.com from iTunes - and beauty products, which can be delivered in 48 hours.

Chief marketing officer of Topshop Justin Cooke said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product.

“We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

Topshop is also offering its followers the chance to win VIP tickets to the next show to whoever tweets the best review of the collection in 140 characters on the day. All tweets will be broadcast live on topshop.com.

Arcadia chief executive Sir Philip Green said: “This digital innovation with facebook marks another exciting step for Topshop. A key supporter of London Fashion Week through the sponsorship of New Gen, and the only high street brand to show on schedule, Topshop is constantly looking for new ways to excite and involve our fashion savvy customer.”  

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