Topshop collaborates with Facebook for 'customisation of the catwalk'

Topshop has partnered with Facebook to develop a new social media experience for its Unique S/S 2013 London Fashion Week show

Topshop has partnered with Facebook to develop a new social media experience for its Unique spring/summer 2013 London Fashion Week show.

Viewers of the Topshop Unique show this coming Sunday will be able to 'customise the catwalk' giving them the ability to change the colour of key looks and accessories.

They will also be able to order their favourite looks instantly with delivery three months ahead of industry lead times.

Chief marketing officer of Topshop, Justin Cooke, explained: 'This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford Street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.'

SEE J.W. ANDERSON FOR TOPSHOP

In addition, all the beauty products used on the Topshop Unique models will be available to buy immediately with delivery in 48 hours. Music will be available to download on Topshop.com from iTunes both during and after the show.

Twitter users can also review the collection in 140 characters with the chance of winning VIP tickets to the next Topshop show.

So how does it work? Well, Topshop has partnered with Facebook’s in-house engineers to develop a ‘shoot the show’ camera button placed on the corner of the live stream.

You can watch the show, live, by bookmarking Facebook.com/MarieClaireUK, then click and capture your favourite looks.

Watch the show live on Sunday the 13th of September at Facebook.com/MarieClaireUK

LATEST FASHION NEWS