Topshop and Google join forces for London Fashion Week

With their high-tech fashion shows and savvy social media skills Burberry has always been seen as top dog when it comes to fashion and technology at London Fashion Week. However, they might be knocked off the top this season…

This year Google+ and Topshop are teaming up to offer unprecedented access to the brand’s fashion show with a series of interactive experiences designed to bring the show to life online from the perspective of the models, buyers, designers, makeup artists and front row celebrities there on the big day.

Runway stars Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good will all hit the catwalk on Sunday, February 17 at 3 PM GMT wearing miniature HD video cameras to give fans of the brand the ‘model cam’ experience. 

The specially adapted Topshop YouTube channel will be hosting livestreamed coverage from around the show and an open Google+ Hangout has also been scheduled for Friday, February 15 at 4PM GMT, allowing anyone to chat with the Topshop design team behind the collection. 

After the show a ‘Be The Buyer’ app will let users create mood boards out of the individual pieces from the collection. International buyers and Topshop’s in-house buying team will also be giving video advice and industry tips to aspiring fashionistas. 

The brand’s flagship Oxford Circus store will also feature a Google+ animated photobooth, meaning shoppers can try on the latest looks in digital form, hot off the runway.

Check out the brand’s presence on Google+ for more details.

Last year Google’s ‘Project Glass’ saw its fashion world debut on the runway in New York City at Diane von Furstenberg‘s Spring-Summer 2013 show. Burberry is also well known for using technology including live-streams, holograms and video screens in it’s show coverage. 

This isn’t Topshop’s first flirtation with the world of high-tech. Last September the brand worked with Facebook on an interactive live stream for the Topshop Unique show.

jt/cm