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Posted by on Sep 13, 2012 | 0 comments

What’s next in fashion & fashion week: Topshop reveals “Shoot the Show” at London Fashion Week

Ordering online? Sooooo passe when you can order direct from the runway. Topshop and Facebook take fashion to a whole new technology level.

Websites featuring snippets of product video in lieu of standard photos? NYFW, check.
Live recordings of a runway show via Google Glasses? NYFW, check.
Personally capturing catwalk looks from the comfort of your own computer, ordering said ensembles, makeup, accessories, nay, runway music (!) and share with friends via Facebook?

Check that off come September 26 at 3pm with a feed from innovators Topshop Unique Spring Summer 2013 London Fashion Week show.

“This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through It’s social, it’s commerce and it’s entertainment all rolled into one.’’
Justin Cooke, Chief Marketing Officer – Topshop

For the first time ever, viewers will be able to ‘customize the catwalk’ giving users the ability to change the color of selected key looks and accessories and share them the moment they hit the runway or order them instantly with delivery 3 months ahead of industry lead times.

The whole experience is built around allowing viewers to personalise the show and share those moments with their friends. Everything from the music to the clothes to the beauty can be purchased and shared across every platform, channel and device.

Topshop partnered with facebook’s in house engineers to develop ‘shoot the show’ a camera button placed on the corner of the livestream and on demand version will allow users to click and capture their favourite looks from the show as if they were sitting in the front row, effortlessly enabling the content to reach hundreds of millions of people.

“Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, its among friends and its where great brands need to engage. Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favorite moments instantly with their friends.”
Joanna Shields, VP & MD – Facebook

Additionally all the beauty products used on the Topshop Unique girl will be available to buy immediately with delivery in 48 hours alongside styling tips and tutorials replicating the experience of our physical instore nail bars digitally.

Music will be available to download on from itunes both during and after the show.

For those who follow us on twitter @Topshop is challenging fans to review the collection in 140 characters on the day, in what it has branded the ‘Tweet off’. The best tweet will be chosen with the winner given vip tickets to the next show. All tweets will be broadcast live on

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