Topshop is offering five customers the chance to experience its London Fashion Week catwalk show live-streamed through virtual reality headsets in its Oxford Street store.
The Topshop Unique show, which will hit the runway on Sunday, will take place in the Tate Modern’s Turbine Hall.
Visitors to the Tate Modern during the show will be able to the set-up, the rig, and the show will be visible from the various viewing platforms that overlook the Turbine Hall, allowing them to see the inner workings of the event.
And in partnership with 3D agency Inition, shoppers will get to experience sitting on the virtual front row.
A recording of the experience, which will include animated crows dropping tweets from fans watching the standard live stream on Topshop.com, will be made so consumers can see the virtual catwalk in the two days after LFW.
Those watching on Topshop.com will be able to buy make up and music or pre-order from the collection.
Arcadia boss Sir Philip Green said: ““The Topshop Unique show is going from strength to strength; not only in terms of the Collection but also in how we share this with our customers at home and in our stores, giving them an up to the minute runway show experience.
“This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our Flagship store in Oxford Circus takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers.”