Topshop has partnered with Google to create a fully interactive catwalk for its London Fashion Week show on Sunday.
The Topshop Unique catwalk show, which is being billed as The Future of the Fashion Show, will be held at The Tanks art Tate Modern at 3pm on Sunday.
Viewers will have access to every aspect of the show and will be able to instantly shop for everything from the nail varnish to the music.
Those watching the show online at Topshop.com and Google+ will also be able to see the show from the models point of view with selected models wearing HD micro cameras. The footage will be screened online and also projected into the showspace.
Google+ will host a selection of content around the making of the show, with models Cara Delevigne and Jourdan Dunn posting a digital diary.
Topshop has created a ‘Be the buyer’ app, which will allow users to create their own mood board from the pieces in the show. The app will also feature video advice from international buyers and the Topshop team.
Further features enable viewers to log into cameras in Topshop’s headquarters and the Topshop YouTube page has been customized to receive a live feed from its red carpet.
Sir Philip Green, owner of Topshop’s parent company Arcadia, said: “We have always prided ourselves on being first to market with the latest trends and product innovation. It speaks huge volumes about the power of Topshop that we are partnering with the world’s largest digital company, Google, to bring the excitement and energy of our brand to customers all over the world.”
Topshop is to open a 30,000 sq ft store in Los Angeles on Thursday, which will be the womenswear retailer’s fourth store in the US.