Topshop to debut Social Catwalk during London Fashion Week

High street fashion retailer Topshop has unveiled its Social Catwalk, launching as part of the Topshop Unique SS15 show during London Fashion Week, utilising both Facebook and Instagram. The brand will be presenting looks from the collection on Facebook immediately following the close of the show. For the first time, customers will be able to own a piece of the catwalk instantly, with six pieces from the collection available for purchase in the Oxford Circus store and online immediately following the show. In addition, five instagrammers have been picked to curate and populate Topshop channels throughout London Fashion Week, with their content feeding straight to the website. Instagram users worldwide can use the hashtag #TOPSHOPWINDOW to become part of the experience and feature in the window of Topshop’s flagship store in London’s Oxford Circus. British design duo Hellicar & Lewis have custom-designed a triple-screen installation that will showcase #TOPSHOPWINDOW imagery side-by-side those of Topshop’s five instgrammers. These images will combine to create a fully interactive digital mosaic; customers will be able to manipulate the mosaic, opening and enlarging tiles on the screen, directly from the street. Customers can be part of the action by taking photos on the recreated Topshop Unique red carpet, sending images straight to the window. A custom Instagram printer will allow users to print their favourite images immediately in-store by using the hashtag. The digital mosaic will launch at 3pm on 14 September as the Unique show is streamed straight to the window (see DIARY dates).