The London Fashion Week, the hottest ticket in town, is normally only experienced by a privileged few. However, it’s 2013 and Topshop has partnered with Google to launch the first interactive live streamed fashion show.
A customised YouTube feed will allow live-streamed content from the red carpet and behind the scenes. Google+ will host a digital diary fronted by the models and access to stylists behind the scenes. Google Hang Outs will allow people to speak directly with the design team at Topshop HQ. The “Be the Buyer App” will enable users to get tips from buyers on how to put catwalk looks together. HD micro-cameras, worn by the likes of Cara Delevigne, will allow viewers a models eye of the catwalk. The London Oxford Street store will allow shoppers to take photos and upload images to an interactive window display. There will also be a live ‘tweet off’ where followers of @Topshop will be challenged to review the show in 140 characters or less to win VIP tickets to the next show.
Burberry set the trend in 2011 of offering fashion fans access to aspects of the shows that had not been previously available (putting live clips on YouTube and displaying backstage images via Instagram and Twitter) and it is no coincidence that the man leading the innovative runway experience, Topshop CMO Justin Cooke, is the former vice president of global communications at Burberry.
Could this collaboration change the way designers think about catwalk shows forever?! Let us know what you think.