Five ways to get involved with Topshop’s London Fashion Week show


There’s no need to be on the front row at Topshop’s Unique spring/summer 2015 show during London Fashion Week – the brand is putting you first with an array of social media-savvy ideas

BY BIbby Sowray | 10 September 2014

A look from Topshop Unqiue autumn/winter 2014

A look from Topshop Unqiue autumn/winter 2014

London Fashion Week is admittedly an insiders-only event – but Topshop is trying to change that with its Topshop Unique spring/summer 2015 show. This season, the high street giant is amping up its efforts to put the viewer at home first, offering an array of original ways to bring the show to you, their valued customers.

1. Get on Facebook
In a fashion week first, a number of looks from the collection will not appear on the catwalk as is the norm, but will instead premiere on Facebook immediately following the show, so you at home will see them before the attendees – usually formed by the the likes of Anna Wintour and Kate Moss. Just make sure you ‘Like’ Topshop on Facebook to be sure to see them first.

2. Be poised to shop
Buying pieces fresh from the catwalk has been around for a few season now, pioneered by the likes of Burberry. But it usually involves a wait of at least six weeks before you actually receive the items. That’s all about to change; you’ll be able to shop six special pieces from Unique’s new collection immediately after the show – either online, where orders will be delivered in a matter of days, or from the brand’s Oxford circus mega store, where they will be available on the shop floor. Now that’s fast fashion.

Looks from Topshop Unique’s autumn/winter 2014 show

3. Stay glued to your Instagram feed
Instagram lovers needn’t feel left out by the ground-breaking Facebook activity though. Topshop has enlisted five Instagrammers known for their distinctive and diverse styles to populate all of Topshop’s social media channels throughout LFW. All of their snaps will also feed directly to

4. Get hashtagging
A custom-designed triple-screen installation by British design dup Hellicar & Lewis will take over Topshop’s Oxford Circus store window to showcase any images you post on Instagram using the hashtag #TOPSHOPWINDOW, alongside the content from the five aforementioned Instagrammers. Combined, these will create a digital mosaic that you can manipulate yourself, directly from the street. Inside the store you can be part of the action by posing and snapping on the Topshop Unique red carpet and sending your images to the hashtag. You’ll also be able to print your favourite Instagram images in store. At 3pm on Sunday as the Topshop Unique show is streamed straight to the window and through the mosaic, creating the world’s first fashion show stream created from Instagram imagery.

Looks from Topshop Unique’s autumn/winter 2014 show

5. Find your local store
Topshop stores around the world will also be helping you to shop the spring/summer 2015 trends straight away, with fashion week shop-in-shops. Visual merchandising teams will be working directly with Topshop’s Personal Shoppers to stock designated areas within stores with looks and products inspired by real-time trends across Facebook and Instagram during London Fashion Week, giving social communities a direct influence on retail.


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