Topshop goes virtual

For their Unique AW14 show...

London Fashion Week's front rows are no longer reserved for the Anna Wintours and Alexa Chungs of the fashion world; Topshop is offering up a more accessible virtual alternative.

For the Unique autumn/winter show, all the action will be streamed live directly from the venue at the Tate Modern's Turbine Hall. Granted, the experience may be minus the celebrity entourage, but the coveted front row view has never been more viable for the public.

ADVERTISEMENT - CONTINUE READING BELOW

Participants will sport specially-commissioned headsets that will not only offer 360 degree live feeds of the runway action, the VIP arrivals and the backstage action, but users will also be privy to the inner-workings of the set design.

The immersive experience will be available in Topshop's Oxford Circus flagship during regular store hours from the 16th-18th of this month. Pull up a virtual front row pew.

MOST POPULAR

Topshop collaborates with Adidas

More from ELLE UK: