Topshop has prioritised its social media fans over the fashion elite to debut its Unique SS15 collection at London Fashion Week.
On Sunday (14 September) Topshop will present key looks from the collection not on the runway, but directly to Facebook – claiming a first for a major brand at Fashion Week.
The high street giant has also turned to Instagram to deliver content around the show. Five users of the platform have been chosen to populate Topshop’s social channels and website over the course of the week.
Their content, alongside other posts and pictures from fans who use the hashtag #TOPSHOPWINDOW will be pulled in to a custom-designed installation in the window of Topshop’s flagship store on Oxford Street.
Designed by Hellicar & Lewis, the interactive digital mosaic acts as a livestream of the Unique SS15 show as well as way for passers-by to open and enlarge tiles on the screen and print their favourite images immediately in-store.
Nicola Mendelsohn, VP EMEA, Facebook said that Topshop now has a reputation for pushing the boundaries of fashion and technology.
“It’s such a trailblazing move to premier part of their SS15 collection on Facebook and off the runway, and further demonstrates Topshop’s bold use of digital to reach fashion lovers around the world and offer them a truly unique way to interact with the action from London as it happens.”
For Fashion Week in February this year, Topshop live-streamed its show from the Tate Modern's Turbine Hall in a telepresence experience where people were transported straight to the catwalk through a virtual reality headset.
However, Topshop chief Sir Philip Green said that it is now looking to make Fashion Week even more accessible and innovate how its collections are shared with customers.
“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,” he said. “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.”
In addition, people will be able to shop selected pieces from the collection immediately following the show's close.