Topshop to introduce Unique SS15 via Facebook during LFW

Thursday, 11 September 2014
Unlike other fashion designers, who present their collections to a select group of people during London Fashion Week, Topshop has decided to take a broader approach to its Unique spring/summer 2015 show and is set to present a curated group of looks on its Facebook page prior to the show on Sunday, September 14. ​

​ In the past Topshop has done its best to involved its customers in its catwalk shows, streaming the event live in its Oxford Street stores and via its website. Last season the high-street retailer took things one step further and gave five customers the opportunity to experience the show live in 3D​ ​using augmented reality sets. ​

Topshop uses social media to bring consumers closer to LFW

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This season​ will see ​Topshop showcasing a selection of outfits via its Facebook page, instead of presenting them on the catwalk, so that consumers at home are the first to see certain styles for its new Unique collection. ​​ ​

​ “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,” said Topshop owner Sir Philip Green. ​

​ “I believe that enabling Topshop's fans to view key looks from the collection before our industry insiders is a real revolution - and one that we are proud to pioneer.” ​In order to bring the excitement of LFW even closer to home and to its customers, six pieces from the collection will go on sale immediately after the show at the Oxford Circus store and on topshop.com​.

​ The show will be live-streamed on Sunday from 3 pm onwards on Topshop's website and at its Oxford Circus flagship store. The high-street retailer has also teamed-up with five trending Instagrammers who will create unique content for Topshop Instagram account​.

The content​ will displayed on its Oxford Circus screen installation,​ which was specifically ​created British design team Hellicar & Lewis​ for LFW​. Other Instagram users can also submit their own content for the display by using the hashtag #TopShopWindow. ​

Topshop is not the only fashion retailer to use a social network to​ democratise fashion​. Adidas Neo previously launched a ​Twitter campaign for its NYFW​ show​, which let consumers decide which looks would be presented ​​during its catwalk show earlier this month.

Images: Topshop Unique collection at Oxford Circus, Rendition of window installatio​

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