For many of us, Fashion Week is just an event that we experience through others’ first-hand accounts and snapshots on blogs and social media. During this year’s London Fashion Week, TOPSHOP will team up with London-based 3D agency Inition to let everyday fans in on the sartorial action. In an attempt to democratize fashion shows, participants at the brand’s landmark store in Central London will enjoy a virtual, live-streamed London Fashion Week catwalk as if they were sitting in the front row.
Specially commissioned head-sets will give people access to the 360-degree virtual world which will combine a live feed from the runway, backstage action, VIP arrivals, set design and other animated features. “The TOPSHOP Unique show is going from strength to strength; not only in terms of the Collection but also in how we share this with our customers at home and in our stores, giving them an up-to-the-minute runway show experience,” said Sir Philip Green, the Owner Arcadia Group.
Andy Millns, Co-founder and Creative Director of Inition, added his sentiments when he said:
We are excited that Topshop has the vision to explore the next revolution in mass media – Virtual Reality. VR is the ultimate interface to the digital world with the power to transport the user to another place as soon as they put on a special display. This unique technology has the potential to open up fashion shows to the consumer at home and we believe this will be the first of many executions of this kind.
On top of the virtual experience, TOPSHOP will ensure the set itself in the Tate is open and visible to the Tate Modern’s visitors in the lead up to and during the event. By granting access from various viewing platforms that overlook the Turbine Hall, the brand hopes to show people the inner workings of the event as a spectacle in itself.
This fully immersive experience will be available to customers on the 16th, 17th & 18th of February during store hours. For a preview of the event, don’t forget to watch the trailer included below.
Image courtesy of TOPSHOP