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Topshop reinvents the fashion show

By Leisa Millar

Ever wondered how a fashion show looks from a model’s perspective? Then you’ll love Topshop’s new, digital take on the LFW action.

As part of a ground-breaking link-up with Google, the high street giant is pushing the boundaries of the fashion show to the limit by giving online viewers a ‘360’ take on its autumn/winter 2013 show at London Fashion Week.

Part of that is to be its state of the art ‘model cam’: an HD micro camera that effectively allows watchers at home to ‘be’ the model. A bespoke app will also allow burgeoning fashion buyers to collate their own moodboards, while a ‘Be the creative’ hub on Google plus will allow users to log into behind-the-scenes cameras in Topshop HQ and ask the in-house team questions.

‘We have always prided ourselves on being first to market with the latest trends and product innovation,’ said Topshop owner Sir Philip Green. ‘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.’

Last season, Topshop created the most viewed online fashion show ever thanks to innovations including a clickable camera button that allowed the user to take their own ‘front row’ shots and post them direct to Facebook and Twitter, and also to customise and buy select looks straight off the catwalk.

This new raft of digital elements, however, takes things to another level.

In addition to the ‘Be the....’ series, YouTube will turn into Topshop TV on the day of the show with a live-stream on its homepage. Plus models including Cara Delevingne and Jourdan Dunn will be keeping a ‘Road to the runway’ diary on Google+, and there will opportunities across the platforms to win tickets to attend the show – which, this season, is being held in the Tate Modern – in person.

‘This show celebrates all the different facets of the Topshop girl and we have invited everyone into our world to see how it all comes together,’ commented Kate Phelan, Topshop’s creative director. ‘I think the girls on "Model cam" will be the stars of the show with everyone logging on to see that moment in front of the backdrop of one of London’s most iconic landmarks.’

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