British fashion chain Topshop is partnering with Google to make its London Fashion Week show on Sunday its most innovative and accessible catwalk show to date. This season staged at The Tank at Tate Modern, Topshop Unique fans will beable to access every aspect of the show from the perspective of a model, buyer, designer, make-up artist or celebrity, in a move that the retailer and Google are calling ‘The Future of the Fashion Show’.
Among the innovations is a ‘Model Cam’, a series of tiny HD cameras placed on models including Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good, which will be the first ever real-time runway camera on a model, giving viewers a sense of what it’s like to strut the runway towards the flashing camera pit, and be in front of an audience of celebrities, fashion press and buyers.
After the show, there will be a ‘Be the Buyer’ fashion hangout app, which will allow fashion fans to create their own mood boards mixing together their favourite pieces from the runway, and share the looks via social media.
Further features enable viewers to use Google’s multi-person video chat technology to log into cameras in Topshop’s headquarters to get a behind-the-scenes look at the creative process in the lead-up to the show, and ask the design team questions, while the Topshop YouTube-channel has been customised to allow it to receive a live feed from the show’s red carpet.
Additionally, Topshop has also installed a one-off Google+ photobooth at its Oxford Street flagship store, which fans will be able to go into to try on their favourite outfits and have their picture uploaded to an interactive digital window and live streamed at the show.
Justin Cooke, chief marketing officer at Topshop, said: "By partnering with Google we are broadcasting the show to the consumer from every single perspective. A fashion show from concept to creation. With everything from the nail polish to the music instantly purchasable and shareable this really is the future of the fashion show."
Marvin Chow, global marketing director, Google+, added: "Topshop has done an amazing job of creating an unprecedented experience through a number of Google technologies to connect fans with the highly coveted models, designers and influencers behind popular culture and fashion. Just another fantastic experience for our growing Google+ community."
Last season, Topshop teamed up with Facebook and devised a ‘customisable catwalk’ plug-in for its website, Topshop.com.
The Topshop Unique catwalk show takes place Sunday, February 17 at 3pm.