Topshop is getting ready to turn its London Fashion Week catwalk into a ‘social event’ by allowing fans to participate on Facebook.
Users will be able to customise clothes and accessories from the Topshop Unique collection as they appear on the catwalk this Sunday (September 17).
Explaining the concept, Justin Cooke, chief marketing officer for Topshop, told guardian.co.uk: “We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com.
“It’s social, it’s commerce and it’s entertainment all rolled into one.”
London Fashion Week, which sees a huge demand for event spaces in the city, is an annual, seven-day extravaganza organised by the British Fashion Council. It aims to emphasise London as one of the world’s fashion capitals through over 45 shows.
According to britishfashioncouncil.com, the event generates orders in the scale of £100 million and itself contributes £20 million to the London’s local economy. It attracts visitors from over 25 countries, including the US, France, Italy, Russia and the Middle East.
In addition to Topshop’s social technology, many of the other events have also been ‘digitalised’ this year – with 70 per cent of the shows being streamed live online.
The first event begins on Friday (14 September).