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By Natalie Mortimer, N/A

February 12, 2014 | 2 min read

Topshop has announced that it will bring a ‘world’s first in telepresence and virtual reality’ to this week’s London Fashion Week.

The Topshop Unique show will be live-streamed from the Tate Modern's Turbine Hall in a telepresence experience where shoppers at the brand’s flagship Oxford Circus store will be transported straight to the catwalk.

Participants will wear specially commissioned head-sets to enter the 360 degree virtual world which will incorporate live feeds from the catwalk show, backstage and VIP arrivals.

Each participant will also be able to look around at the models walking down the runway and the celebrities they will be sat next to. Playing on the animal themed collection, shoppers in the virtual world will also see crows flying around the space and landing at their feet.

Topshop partnered with 3D agency Inition to create the experience.

Sir Philip Green, owner, Arcadia Group said: “The Topshop Unique show is going from strength to strength; not only in terms of the collection but also in how we share this with our customers at home and in our stores, giving them an up to the minute runway show experience.

“This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our Flagship store in Oxford Circus takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers.”

Topshop also announced that for the first time fashion fans without a ticket to the show will be able to go along to the Tate Modern and watch the event from a mezzanine level.

The virtual experience will be available to customers on 16, 17 and 18 of February during store hours.

Tech Virtual Reality (VR) Fashion Week

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