Always at the forefront of technological innovations in its fashion shows, Topshop has incorporated digital sound app Chirp into its show for this autumn's London Fashion Week. The iPhone app will give viewers exclusive content about the clothes as the models come down the runway. The show, which takes place on Sunday September 15th in Regent's Park, also includes a "Fashion Tweet Off" in which viewers can review the fashion on Twitter. It already includes last year's innovations such as Customize The Catwalk in which users could change the color and style of items and show them with friends.
Using iPhone app Chirp, which "sings" information from one phone to another using soundwaves, viewers will be sent an image that they can tap to reveal secrets around the show. These could include pictures of the pattern room where the clothes were made, the collection backstage, or the hair and make-up test on the models walking down the catwalk.
During the show, the retailer's Oxford Circus store will feature a Chirp and Twitter "garden" that shoppers can walk through to receive content, while attendees will be sent images from several Chirp locations around the site. The Topshop homepage will feature a Chirp Gallery so that viewers can receive the same content at home.
Topshop will also host a live Twitter Gallery on the homepage from the morning of the show so that viewers can experience its final preparations, with tweets from the front-row and backstage from fashion insiders. The "Fashion Tweet Off" on the homepage lets people the show in 140 characters marked with the hashtag #Topshop to win tickets to next season's show.
Other innovations include live content posted from backstage using Vine, while music from iTunes will be available to share and download on topshop.com both during and after the show.
The show will be the first under the remit of new CMO Sheena Sauvaire, who replaces Justin Cooke. Cooke, who was reponsible for many of the brand's previous digital initiatives, recently left the company to start his own innovation agency.