If there's anyone you can rely on to get all innovative on us, it's Topshop. The Brit brand have pulled out yet another trick just in time for their Autumn Winter 2013 show during London Fashion Week. Yes, while they teamed up with the Facebook whiz kidz last season, this time they're collab'ing with none other than internet mega power, Google.
You may remember Topshop's show last September was the most viewed online fashion show EVER. Can they top the extravanganza this season? We'd say a confident yes. Toppers and Google have been busy bees working at re-imagining of what they're dubbing ‘The Future Of The Fashion Show’. So how fitting that the venue for the AW13 show is one of London’s most iconic landmarks: The Tanks at Tate Modern.
Sir Philip Green, for one, sounds as pleased as punch. 'We have always prided ourselves on being first to market with the latest trends and product innovation,' he says. 'It speaks huge volumes about the power of Topshop that we are partnering with the world's largest digital company, Google to bring the excitement and energy of our brand to customers all over the world.'
So how will it work? Well, with a little help from Google, Topshop will turn its online viewers - that's you lot - into fashion insiders. Forget bagging a FROW ticket because if you're watching from the comfort of your sofa, you'll be able to access every aspect of the show as if you were a model on the runway. Yes, a MODEL. Or how about being a buyer in the audience? Or perhaps a make up artist backstage? There's even the options to be the designer fitting a look or the celebrity arriving for the paps. Phewf. Oh, and did we mention everything from the show - we're talking the nail varnish on Jourdan's fingers to the music the models are stomping to - will be available instantly. Too much information? Shall we break it down into bite-sized nuggets? Okay, here goes...
Cara Delevingne and Jourdan Dunn heart Topshop x Google
1. ‘MODEL CAM’
Topshop has created the first ever real time runway camera on a model. Using state of the art technology, 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. Yes, finally we can actually BE Cara! Sort of.
2. GOOGLE +
The world's fastest growing social network will host a curation of content around the making of the show. Topshop, famous for uncovering fresh talent as we were nattering about last week, is bringing exclusive access to Cara Delevigne, Jourdan Dunn, Rosie Tapner and Ashleigh Good who will bring users along the ‘Road to the runway’ a digital diary from the first fitting to the moment they hit the catwalk. Tickets to the show are also up for grabs for the most engaged users who follow secret clues on Google+ and YouTube.
3. YouTube as ‘TOPSHOP TV’
The world's largest video platform is being used as a broadcast channel. The Topshop YouTube page has been specially customized to receive a live feed. On show day, Topshop will host a red-carpet hangout on air which will be livestreamed on Google+ and YouTube allowing everyone to witness the hype as the world’s editors and celebrities arrive. The reach will be further magnified by connections to YouTube vloggers with millions of subscribers who will host these live segments as entertainment. In the build up to the show Topshop updates will go into the YouTube homepage.
4. ‘BE THE BUYER APP’
In partnership with Google+, Topshop have created the first ever fashion hangout 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.
5. ‘BE THE CREATIVE’ - GOOGLE HANG OUTS
Using Google’s multi-person video chat technology in an innovative new way, 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.
6. G+ BOOTH & INTERACTIVE WINDOW
A custom designed Google+ animated photo booth has been installed in the iconic Topshop Oxford Street flagship. Fans will be able to go in and try their favourite outfits and have their picture instantly uploaded in an interactive digital window as well as on Topshops Google+ page. The window will also livestream the show and all events in the build up.
7. GOOGLE MAPS
Using Google’s 3D streetmap technology viewers are able to access the showspace and see inside the Tanks at Tate modern and around the iconic gallery.
Topshop will email millions of customers opted in and registered on Topshop.com with a Google mail address updating them on LFW plans to join in the live experience as well as win tickets to the show.
Make sense? Sounds exciting? Finally, an explanatory video to seal the deal...