Ever since stepping into Topshop’s Las Vegas store several years ago, I have been in love with the UK brand. When I was in London this past year, I got the chance to go into several Topshop stores, including their flagship in Oxford Circus, and was amazed at how the brand has become basically a household name in the UK. They not only have innovative clothing at affordable prices, but they always have seemed on point with weaving technology seamlessly into their label and fashion shows.
This year at London Fashion Week (#LFW), they stood out above the others with their democratization of fashion by targeting the younger customer base with a social media takeover.
Topshop Unique’s show on September 14 at King’s Cross included live social media coverage from a select few Instagrammers they chose to present the show in different perspectives. The collection was the first click-to-buy collection, with Topshop Unique presenting the SS15* collection exclusively on Facebook immediately after the close of the show and allowing customers to own a piece of the runway instantly while watching the live-stream on topshop.com. Finally, Topshop presented the “Social Catwalk”, where they live-streamed the show in the window of their flagship store in Oxford Circus, and by using the hashtag #TopshopWindow you could be featured on the big screen as well.
The 5 instagrammers they hand-picked to report from Topshop’s #LFW showspace: @olivialsr from China, @wethepeoplestyle from New Zealand, @anasbarros from Vienna and @thefashfeed & @tilfrances from London. Model and social media darling @caradelevingne also posted numerous pictures from the runway, where she led the show, and backstage.
Watch the full show here: Plus, they chose one of the best songs of the summer to begin their show. +100 points for Topshop.
Topshop Unique definitely showcased some Fashion Week firsts, and proved its relevance in the digital atmosphere with its most social catwalk show yet. A trendsetter in fashion and technology, Topshop has set the stage for the future of runway shows with their digital innovation. That being said, it seems i’m off to go buy some new pieces for my wardrobe now~
* = Spring/Summer 2015