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“We have always prided ourselves on being first to market with the latest trends and product innovation. It speaks volumes about the power of Topshop that we are partnering with the world’s largest digital company, Google to bringing the excitement and energy of our brand to customers all over the world.” – Sir Philip Green, Topshop Founder

British High Street giant Topshop, have partnered with tech giant Google for ‘The Future of the Fashion Show‘ which will be held at The Tanks at Tate Modern during London Fashion Week. With their huge online following, Topshop are once again giving their shoppers, unprecedented access to their show, effectively turning everyone into fashion insiders. Viewers will be able to access every part of the show as if they were a model on the catwalk, an attendee at the show, a makeup artist backstage or a designer fitting a look.

Models will be wearing HD micro cameras that allow viewers to imagine they are on the runway. Google + will curate exclusive lead up content including digital diaries from the first fittings to the moment pieces hit the runway. Viewers will have access to some of Britain’s models of the moment including Cara Delevigne, Jourdan Dunn, Rosie Tapner and Ashleigh Good.

Topshop’s YouTube channel has been customised so it will stream the runway and red carpet arrivals live. Topshop have also created with Google + the first ever fashion hangout App that will allow fans to create and share their own mood boards with looks straight from the runway.

A Google + booth and interactive window will be fitted out in the Topshop Oxford Street flagship store and shoppers will be able to go in an try their favourite outfits and have their picture instantly uploaded in an interactive digital window as well as on Topshop’s Google + page.

Joining companies such as Burberry who were the first to tweet live from backstage during fashion week, Topshop continues to push the boundaries of technology and fashion, and in the process, enhancing a shopper’s experience like never before.

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About The Author

Lisa Teh

Lisa Teh is the Editor-in-chief of, one of Australia's top fashion, beauty and lifestyle resources. She has worked on campaigns with brands including David Jones, Myer, Mecca Cosmetica, Simone Perele, Lenovo and L'Oreal. She recently appeared in Couturing's exclusive Australian Fashion Week reality web series, The Frow, alongside top industry names including Toni Maticevski and Maybelline Creative Director Nigel Stanislaus.

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