Topshop launched a ‘social catwalk’ at LFW which involved the unveiling of three looks from the Topshop Unique spring 15 collection exclusively on Facebook immediately after the Sunday (September 14) show, rather than on the runway.
Shoppers were also given access to the new collection, with six looks from the show made available instantly, both online and in the Oxford Circus flagship.
The flagship’s shop window was transformed into an immersive digital experience. Three screens were used to stream the Unique show to passersby, while the business’s social media followers were encouraged to populate them with images using the #TopshopWindow hashtag.
Shoppers could also take photos on a Topshop Unique red carpet inside the store and send them to the window using the hashtag. The images were combined to create a motion-sensitive mosaic that could be moved around by shoppers stood in front of the display.
Five Instagram users were also selected to help populate both the Oxford Street window and Topshop.com with alternative viewpoints from the live catwalk show.