Topshop is teaming up with Nick Knight, founder of SHOWstudio.com, for live Instagram coverage during its upcoming London Fashion Week show.
The visionary photographer will shoot the “true atmosphere and unseen culture” of the Topshop Unique autumn/winter 2016 event at Tate Britain, and release the images in real-time to the brand’s 6.2 million Instagram followers.
This “Insta-shoot”, will cover everything from the setup through to the finale on show day (Sunday, February 21). The aim is to step away from the “ordinary, often ubiquitous documentation process” seen during fashion weeks, Topshop said in a statement.
It will also be possible to watch Knight in action by tuning into Periscope, where GoPro cameras will be broadcasting his creative process.
Said Knight: “Fashion systems are developing so rapidly, and there are so many new and amazing possibilities. SHOWstudio has always championed change and innovation, so the challenge of posting real-time and live steaming from GoPro straight to Periscope is one we relish. SHOWstudio was also founded on the principal of championing fashion film and moving image, so we were delighted to accept Topshop’s offer to collaborate on capturing the Topshop Unique Show in the most dynamic way possible.”
Shoppers at the retailer’s flagship store at Oxford Circus in London will also be able to access a dedicated London Fashion Week area, and see a 3-D window installation by set designer Thomas Petherick.