Friday, February 15, 2013

Topshop/Google+ - The Future Of The Fashion Show

Lately there's been a trend in terms of fashions shows bringing the audience closer to both the catwalk and behind the scenes of the show (see the recent interactive Adidas Fashion Show).  Now Topshop has teamed up with Google+ to launch what it's calling 'The Future Of The Fashion Show.'  The show itself takes place at the Tate Modern, but a host of tech will make the experience incredibly rich for the audience online.  The desire is to give viewers the ability to see the show from every point of view including the makeup artist the audience in the front row and even a first person view from the models as they walk down the runway (using micro HD cameras).  As the Telegraph writes:

Google+ will offer its users exclusive digital diaries by four of Topshop's famous model faces - Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good - in their 'Road to the runway' series which will track each of the models from their first fittings for the show to the moment they hit the catwalk.

Via YouTube, Topshop will broadcast not only the live show but a 'red carpet hangout', allowing viewers to join in the hustle and bustle of the celebrity arrivals at the show, and using Google's 3D streetmap technology you'll be able to explore the show's exciting venue, The Tanks at Tate Modern.

Other aspects include a 'Be The Buyer' app which will allow fans to create their own mood boards from the pieces on the runway, as well as video advice from International buyers and Topshop's in-house team offering tips to aspiring young buyers or fashion enthusiasts. An animated Google+ photo booth has also been installed in the brand's flagship Oxford Street store allowing fans to upload their looks to an interactive digital window immediately.

Check out the video below that demonstrates how it all comes together & tune in on Sunday, February 17th at 3PM (GMT).