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Topshop to partner with Google+
This season Topshop has partnered with Google to re-imagine ‘The Future Of The Fashion Show’. Fittingly the venue for this seasons show is one of London’s most iconic landmarks – The Tanks at Tate Modern. Using all of Google’s platforms Topshop will turn its vast audiences all over the web into fashion insiders. Viewers will be able to access every aspect of the show as if they were the Model on the runway, the Buyer in the audience, the Make Up artist backstage, the Designer fitting a look or the Celebrity arriving. The show takes customisation and shopping even further with everything from the nail varnish to music available instantly.
Topshop has created the first ever real time runway camera, ‘Model Cam’ where selected models will be wearing HD micro cameras that allow viewers online to ‘Be the model’ seeing and feeling what the model experiences as she strides down the runway, the footage will also be projected into the showspace and shared on all digital platforms. Google+ will host a curation of content around the making of the show. YouTube as ‘TOPSHOP TV’ is being used as a broadcast channel.
Topshop have also created the first ever fashion hangout App, ‘Be The Buyer App’, that allows fans to create their own mood boards mixing together their favourite pieces on the runway to create and share their own looks. With video advice from International buyers and Topshop’s in house team offering tips to aspiring young buyers or fashion enthusiasts. Viewers can log into cameras in Topshop’s Headquarters to get a behind the scenes look and ask the design team questions as they apply the finishing touches using Google’s multi-person video chat technology.
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