Topshop is creating a “fully interactive digital mosaic” showcasing Instagram users’ comments in its Oxford Street window during London Fashion Week.
Instagrammers can broadcast their posts in the world-famous storefront by using #TopshopWindow and shoppers on the street will be able to manipulate the display like they do with a tablet, opening and enlarging tiles on the screen.
Shoppers in-store can also be featured on the installation, designed by Hellicar & Lewis, by taking photos on a recreation of the Topshop Unique red carpet and using the #TopshopWindow.
An Instagram printer in-store will also allow customers to print their favourite images using the same hashtag. The digital mosaic will come alive at 3pm on Sunday as the Topshop Unique show is streamed straight to the window and through the mosaic.
The retailer has also handpicked five Instagram users to curate Topshop channels throughout London Fashion Week. Chosen for their distinctive and diverse styles, their content will feed directly to the Topshop website providing alternative viewpoints for those browsing the website.
As part of its drive to create a ‘Social Catwalk’, Topshop will also unveil a selection of its Unique selection on Facebook rather than the runway.
Arcadia founder Sir Philip Green said: “The Unique show continues to innovate both in terms of the collection we produce and how we share this with our customers globally.
“This season, the strength of our social community allows us to be the first brand to debut looks from a catwalk collection on a social network granting unprecedented access online. I believe that enabling Topshop fans to view key looks from the collection before our industry insiders is a real revolution – and one that we are proud to pioneer.”
The retailer, which is a supporter of London Fashion Week and New Generation, will also produce Instagram and Facebook curated shop-in-shops in its flagship stores around the world, including Oxford Circus. Visual merchandising teams will be working directly with Topshop’s personal shoppers to stock designated areas within stores with products inspired by real-time trends across the social network.
Shoppers can also buy selected pieces from the runway immediately following the show both in its Oxford Circus store and online.
Facebook vice president of EMEA Nicola Mendelsohn said: “It’s such a trailblazing move to premier part of their spring 15 collection on Facebook and off the runway, and further demonstrates Topshop’s bold use of digital to reach fashion lovers around the world and offer them a truly unique way to interact with the action from London as it happens.”