Topshop And Google+ Create Real-Time, Interactive Fashion Show
The brand will use the tech company's platforms to connect with fans through hangouts, runway cameras, and apps to give them a live behind-the-scenes experience.
Topshop has partnered with Google to leverage it’s social assets for the brand’s upcoming fashion show. It is re-imagining ‘The Future of the Fashion Show’ and giving fans access to every aspect of the event.
‘Model Cam’, a real-time micro camera worn by a model, will enable online viewers to see what she sees as she walks down the runway, with footage shared across digital platforms. Google+ will host content around the making of the show, bringing exclusive access to models with a digital diary called ‘Road to the runway,’ which follows them from the first fitting to the moment they hit the catwalk.
Topshop will host a red carpet hangout on the day of the fashion show, which will be livestreamed on Google+ and YouTube. Viewers will also be able to log into cameras in Topshop’s HQ to get a behind-the-scenes look and ask the design team questions.
A ‘Be the Buyer’ fashion hangout app will allow fans to create their own moodboards by mixing their favorite pieces on the runway, and receive advice from international buyers and Topshop’s in-house team. Marvin Chow, global marketing director of Google+, said:
We’re thrilled to be working with Topshop to bring everyday fans together and allow them to experience this seasons fashion show through almost every lens imaginable. Topshop has done an amazing job of creating an unprecedented experience through a number of Google technologies to connect fans with the highly coveted models, designers and influencers behind popular culture and fashion. Just another fantastic experience for our growing Google+ community.