Following last year's London Fashion Week show, in which it let viewers interact with and customize runway looks on social media, Topshop has this year teamed with Google for a multimedia experience that takes the idea even further.
During the retailer's Autumn/Winter fashion show, taking place at London's Tate Modern this September, viewers will can experience the show from several points of view, including the model on the runway, the buyer in the audience, the make up artist backstage, the designer fitting a look or the celebrity arriving. They will also be able to buy featured items, including music as well as clothes and beauty products, instantly during the show.
Viewers watch a live feed off the show on the Topshop YouTube page. Selected models will be wearing HD micro cameras that allow viewers online to "Be the model" as she struts her stuff on the runway. The 'Model Cam' was developed by in partnership with SIS Live using the "Hawkeye" technology used in tennis matches, and will be pre-stitched directly into the bags and clothes.
Viewers can also chat on Google+ with models such as Cara Delevigne, and can also follow secret clues on Google+ and YouTube for a chance to win tickets to the show.
Meanwhile the brand's "Be the Buyer" App, created in partnership with Google, lets fans create their own mood boards, mixing together their favorite runway fashions to create and share their own looks. To help, there's video advice available from international buyers and Topshop's in-house team. Using Google's multi-person video chat technology, viewers can also log into cameras in Topshop's Headquarters to get a behind-the-scenes look and ask the design team questions.
There are also in-store elements to the experience, with a custom-designed Google+ animated photo booth installed in Topshop's Oxford Street flagship store. As customers try on clothing, they can have their picture instantly uploaded in an interactive digital window as well as on Topshop's Google+ page.
On social media, Twitter followers of @Topshop can review the collection in 140 characters on the day, in a "Tweet off" broadcast live on topshop.com. The composer of the best tweets wins VIP tickets to the next show.
The show takes place on 17th September from 3PM, GMT.