Topshop to create social media-driven experiences for LFW

High street fashion retailer Topshop has revealed social media and its dedicated online communities will be at the heart of its activations for the impending London Fashion Week (12-16 September).

The #Topshopwindow, a digital mosaic for London Fashion Week
The #Topshopwindow, a digital mosaic for London Fashion Week

The Arcadia Group-owned brand said it will be producing its most socially accessible fashion show to date at the Topshop Showspace, a pop-up 1930s industrial space at London’s Kings Cross on Sunday 14 September.

Topshop’s Instagram and Facebook users will curate content for the event, which will culminate in a social catwalk, unveiling part of the brand’s Unique Spring/Summer 2015 collection exclusively on Facebook as opposed to the runway.

Other highlights of Topshop’s experiential activity during London Fashion Week include a custom-designed, triple-screen installation at the brand’s flagship Oxford Street store, created by British designers Hellicar & Lewis. The #Topshopwindow imagery will include content curated by five Instagram users, who have been selected to generate imagery during the week-long fashion event.

The installation will be an interactive digital mosaic where customers will be able to manipulate the images on screen directly from the street. They will also be able to take photos on a re-created Topshop Unique red carpet, sending their images straight to #Topshopwindow.

Custom Instagram printers will allow participants to print their favourite images immediately in-store by using a hashtag.

Sir Phillip Green, chief executive of the Arcadia Group, said: "Topshop is proud to remain a principle supporter of London Fashion Week and New Generation, which enables us to nurture young talent by giving designers the opportunity to show their collections to a worldwide audience. Meanwhile, the Unique show continues to innovate both in terms of the collection we produce and how we share this with our customers globally.

"This season, the strength of our social community allows us to be the first brand to debut looks from a catwalk collection on a social network, granting unprecedented access online. I believe that enabling Topshop’s fans to view key looks from the collection before our industry insiders is a real revolution - and one that we are proud to pioneer."

The Topshop Showspace will also host Newgen and Fashion East shows throughout London Fashion Week, as well as a beauty pit-stop where Topshop beauty experts and Hershesons’ leading stylists will provide instant touch-ups and restyles to guests. Products from the brand’s latest beauty collection, The Face, launching 18 September, will be there to trial and take away.

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