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Google Teams Up With Topshop, For ‘The Future Of Fashion Shows’

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To create ‘The Future of the Fashion Show’, Google+ has partnered with high-street chain Topshop for its upcoming catwalk event at the London Fashion Week, on Sunday, 17 February 2013.

The search giant has created a way to make the ‘Topshop Unique AW13’ show more accessible and innovative, by: letting users watch the show live, from all perspectives; offering further insight into the models’ worlds; letting fans pick out their favorite outfits live, based on the catwalk collection; and letting viewers video chat with the design team behind the show.

From the start to the end of the show, from backstage to the front row—through the eyes of makeup artists and models (in similar, but more advanced, fashion of Diane von Furstenberg’s ‘through Glass’ project for New York Fashion Week last year)—the show would be livestreamed via Topshop’s YouTube channel and Google+ page.

In addition, selected models—such as Cara Delevingne, Jourdan Dunn and Rosie Tapner—would be wearing a camera called ‘Model Cam’, so that viewers can see and feel what it’s like to be in their shoes when they hit the catwalk.

The footages would be projected into the show space and across all digital platforms.

A digital diary ‘Road To The Runway’ of the models’ worlds will also be made available to viewers.


A ‘Be The Buyer’ app will let aspiring buyers and fans create their own moodboards, based on the catwalk collection; and a ‘Google Be The Create’ video chat will let viewers access behind the scenes.

Is this the future of fashion shows?

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