TOPSHOP has partnered with Google in order to make its upcoming London Fashion Week show on Sunday February 17 more innovative and accessible than ever before. Users will be able to watch its catwalk event - this season staged at The Tanks at Tate Modern - from every perspective possible, whether as a model or a make-up artist.
"We're thrilled to be working with Topshop to bring everyday fans together and allow them to experience this season's fashion show through almost every lens imaginable," said Google+ global marketing director Marvin Chow. "Topshop has done an amazing job of creating an unprecedented experience through a number of Google technologies to connect fans with the highly coveted models, designers and influencers behind popular culture and fashion. It will be just another fantastic experience for our growing Google+ community.''
The high street chain has created a state-of-the-art camera, named Model Cam, to be worn on selected models during the show, so that viewers can see and feel what the likes of Cara Delevingne, Jourdan Dunn and Rosie Tapner experience when they hit the catwalk. The footage will be projected into the show space and also across all digital platforms. A Road To The Runway digital diary will offer further insight into a model's world during show season.
In addition, Topshop's YouTube channel and Google+ page will livestream the show in its entirety - from the moment the fashion editors and VIP guests arrive. A Be The Buyer app will offer career tips and advice to aspiring buyers and will enable fans of the brand to create their own moodboards based on the catwalk collection, while a Google Be The Create video chat will allow access behind the scenes inside Topshop's headquarters - where the design team will answer questions ahead of the show.
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