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Topshop to unveil 'social catwalk' at LFW

Topshop is promising to deliver its “most socially accessible fashion show to date” at next week’s London Fashion Week, with a multi-platform launch designed to interact with its social media followers.

In a bid to encourage fans from outside the show to interact in a new way, the retailer will release part of its spring 15 collection on social media site Facebook without unveiling it on the catwalk, and is inviting live feedback from its global following as the week unfolds.

The Arcadia-owned retailer has also appointed five of its Instagram followers to share content from the show across all of its digital platforms, and is inviting social shoppers from around the world to interact with the show as it takes place.

As part of this users will be given the chance to upload their own pictures and appear in a ‘digital mosaic’ feature installed in the window of its Oxford Circus store. The installation, which has been created by British designers Hellicar & Lewis and will launch on Sunday (September 14) at 2pm, will blend pictures from the show with the user content following the #TOPSHOPWINDOW hashtag.

Arcadia owner Sir Philip Green said: “This season, the strength of our social community allows us to be the first brand to debut looks from a catwalk collection on a social network granting unprecedented access online. I believe that enabling Topshop’s fans to view key looks from the collection before our industry insiders is a real revolution and one that we are proud to pioneer.”

The show will be held at a pop-up venue in King’s Cross, central London, which the retailer has created out of transformed industrial warehousing space on Gray’s Inn Road.

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