The Drum Awards Festival - Official Deadline

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By Jennifer Faull, Deputy Editor

February 13, 2013 | 2 min read

High street retailer Topshop has teamed up with Google to launch a project targeting its web-audience.

Topshop has entitled the campaign ‘The Future of Fashion Show’ and aims to give fans an insider’s view of the models, buyers, make-up artists, designers, celebrities and journalists who help make its Fashion Week shows.

Topshop has used all of Google's platforms to create the experience.

The 'Model Cam' allows users to select models walking in the show with HD micro cameras, giving them the chance to see through their eyes as they head down the catwalk.

Google+ has been used to create exclusive digital diaries from famous models including Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good for its ‘Road to Runway’ series.

Using Google's 3D streetmap, Topshop has allowed fans to explore the show's venue, The Tanks at Tate Modern.

Additional features include a 'Be The Buyer' app, asking fans to create mood boards from the pieces on the runway and giving them video advice from International buyers and Topshop's in-house team .

Through YouTube, Topshop will broadcast the live fashion show as well as a 'red carpet hangout', allowing viewers to see the celebrity arrivals at the show.

Google Topshop

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