Wanna be on the front row at the TOPSHOP Unique show? Now you can… kinda. The brand's ditching it's uber-exclusive closed-off shows in favour of something a whole lot more democratic.
Firstly, the brand's going to be showing a 3D live stream of its AW14 catwalk in its Oxford Circus store giving visitors the chance to experience the FROW feeling. Streaming on February 16, 17, 18 customers will be given headsets that allow them to enter a virtual world experiencing the live show, the backstage action, the set design and animated features and the VIP arrivals.
And, of course, there'll be tons of VIP arrivals. Ellie Goulding, Daisy Lowe and loads of other stars squeezed tightly on to the front row to watch Cara Delevingne dominate the runway at the SS14 show and there's sure to be even more stars this time round.
This year however, it's not just celebrities and press invited to Turbine Hall at the Tate Modern to see the collection. The brand's going to be leaving the area open and visible to visitors during the lead up and the actual event. Eek! That means that TOPSHOP fans will be able to see the set-up, the rig, and the show from various viewing platforms overlooking the presentation space. Basically - everyone is invited to the actual show.
Not in London? Customers will also be offered an immersive experience on the TOPSHOP website. The brand says everything from the clothes and makeup to the music the models walk to on the runway can be purchased and shared across every online platform, channel and device.
'This season’s live stream in virtual reality between two iconic London destinations, the Tate Modern and our Flagship store in Oxford Circus takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to engage, excite and involve our customers,' says Sir Philip Green.
The TOPSHOP Unique AW14 show takes place on 3pm on February 16.