Virtual Runway: Topshop Partners with Google+ for London Fashion Week

The Topshop Google+ Virtual Show Space

Our chums at Topshop have been working overtime on their upcoming London Fashion Week show.  Last season they wowed us with their Topshop Uniques show live from  Bedford place, and streamed via Facebook.  Over two million viewers beamed in via livestream to view that show. This year, Topshop is putting a new spin on their virtual fashion show by partnering with Google. “We have always prided ourselves on being first to market with the latest trends and product innovation,” says Sir Philip Green, CEO of Arcadia Group. “It speaks huge volumes about the power of Topshop that we are partnering with the worlds largest digital company, Google to bring the excitement and energy of our brand to customers all over the world.”

Through technology Topshop plans to take viewers inside the actual runway experience to see what the models see from the runway.  Viewers will be able to watch the show via a livestream and share the show experience on Google Plus by joining a hangout.  Watch the preview here to see how Topshop will bring their show from the live runway experience in London of Feb. 17th at the The Tanks at the Tate Modern to the world via Google.

• GOOGLE + – the world’s fastest growing social network will host a curation of content around the making of the show. Topshop famous for uncovering fresh talent is bringing exclusive access to Cara Delevigne, Jourdan Dunn, Rosie Tapner and Ashleigh Good who will bring users along the ‘Road to the runway’ a digital diary from the first fitting to the moment they hit the catwalk. Tickets to the show will be offered to the most engaged users who follow secret clues on Google+ and YouTube.
• YouTube as ‘TOPSHOP TV’– the world’s largest video platform is being used as a broadcast channel. The Topshop YouTube page has been specially customized to receive a live feed. On show day, Topshop will host a red-carpet hangout on air which will be live streamed on Google+ and YouTube allowing everyone to witness the hype as the world’s editors and celebrities arrive. The reach will be further magnified by connections to YouTube vloggers with millions of subscribers who will host these live segments as entertainment. In the build up to the show Topshop updates will go into the YouTube homepage.
• ‘BE THE BUYER APP’ – In partnership with Google+, Topshop have created the first ever fashion hangout App that allows fans to create their own mood boards mixing together their favourite pieces on the runway to create and share their own looks. With video advice from International buyers and Topshop’s in-house team offering tips to aspiring young buyers and fashion enthusiasts.
• ‘BE THE CREATIVE’ – GOOGLE HANG OUTS – Using Google’s multi-person video chat technology in an innovative new way, viewers can log into cameras in Topshop’s Headquarters to get a behind the scenes look and ask the design team questions as they apply the finishing touches.
• G+ BOOTH & INTERACTIVE WINDOW – a custom designed Google+ animated photo booth has been installed in the Topshop Oxford Street flagship. Fans will be able to go in and try their favourite outfits and have their picture instantly uploaded in an interactive digital window as well as on Topshop’s Google+ page. The window will also live stream the show and all events in the build up.
• GOOGLE MAPS – Using Google’s 3D street map technology viewers are able to access the show space and see inside the Tanks at Tate modern and around the iconic gallery.
• GMAIL – Topshop will email millions of customers opted in and registered on Topshop.com with a Google mail address updating them on LFW plans to join in the live experience as well as win tickets to the show.

I will be tuning in on Feb. 17th to watch the show, not just to see the clothes, but to view how this show works on the Google platform.  As with Topshop’s last virtual show, there will be a “Tweet Off” during the show.  Topshop is challenging fans to review the collection in 140 characters on the day, in what it has branded the ‘Tweet off’. The best tweet will be chosen with the winner given VIP tickets to the next show. All tweets will be broadcast live on topshop.com.  Follow Topshop on Twitter to learn more.

Despite the digital technology, it is important to remember that ultimately, the runway show has to be about fashion and the collection executed by Kate Phelan, Topshop Creative Director.  Fashion and technology can complement each other, but each must do their part to create compelling content.