Topshop has partnered with Facebook this season to drive what it is referring to as its “most socially accessible fashion show to date”. Certain looks from the new spring/summer 2015 Topshop Unique collection will never take to the runway itself, but instead be presented over Facebook immediately following the show.
This “social catwalk” will see fans having the first look at some of the pieces in the line; indeed before the celebrities and editors in attendance.
Said CEO Sir Philip Green: “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 British retailer will also make six pieces from the collection instantly available to buy in its Oxford Circus store in London, as well as online for delivery in a few days.
Instagram also plays a part in the Topshop strategy this season, with five popular ‘grammers chosen to curate and populate its channel throughout LFW, including @wethepeoplestyle, @thefashfeed, @anasbarros, @olivialsr and @tilfrances. The content from these “social narrators” will additionally feed directly to Topshop.com, as well as to the Oxford Circus store windows where a digital mosaic will be in place featuring all the images on a custom-built triple-screen installation from British design duo Hellicar & Lewis.
Fans are encouraged to contribute to this too by tagging their own shots on Instagram with #topshopwindow. And it doesn’t end there – those walking by will be able to interact with and manipulate the images (open and enlarge tiles on the screen) with their body movement in front of the window. They will also be able to watch the live stream of the show from the same spot, as well as online, when it takes place on Sunday, September 14 at 3pm GMT.