High street store Topshop has teamed up with Google for its upcoming show at London Fashion Week. The partnership between the two successful companies will make the catwalk show ‘more accessible and innovative’ by giving the audience at home the ability to see the show from the models point of view.
The show, which will take place at the Tate Modern museum in London, will be the first of its kind and will use previously unseen footage on the runway.
The high-street chain has created a state-of-the-art camera called ‘Model Cam’. This camera will be attached to selected models during the show so viewers at home will be able to experience what the models and backstage crew see. The virtual audience will be able to see and feel what models like Cara Delevingne and Jourdan Dunn experience on the catwalk.
In addition to this, Topshop’s YouTube account and Google+ page will stream the whole event live, from the VIP guests being seated to the end of the catwalk. A new app called ‘Be the Buyer’ will give career tips and advise to aspiring buyers and fans will be able to create moodboards on the collection. There will also be a Google ‘Be the Create’ video chat, where people will have the opportunity to talk and ask the design team questions before the show.
Topshop really aren’t holding back this season and it will be very interesting to see what other brands can do to top this interactive show!
Photo c/o fastcompany.net
Until next time,