The constant trend setter. Who'd have thought that on the back of their achingly desirable AW '12 Unique collection (the best selling range to date) Topshop could raise the bar to further dizzying levels. The collection was gorgeous, but more on that later...This was literally one helluva Unique experience for their SS '13 outing. This was THE first customisation of a catwalk EVER. This means real-time customised, catwalk shopping people!
If, you weren't around, let me set the scene. You've got your nose pressed up to the screen. The countdown is on and the anticipation is building back stage, where you have an exclusive view as models are primped an preened right up until the last second. You like their 'look'? Well guess what?! You can buy the product instantly and re-create it within 48 hours. Sorted!
On a second screen you can see the FROW start to fill with celebs and journos. As the lights lift and the music starts (another instant purchase through iTunes, if you so wish!), the world watches Jordan Dunn strut down the catwalk in a sheer panelled shift dress. Before Dunn even manages to make it round the catwalk, that same dress could be yours... in a colour of your choice... months before it's due in store. Unbelievable. And very dangerous!
The social experience was off the scale. The brand have been streaming the show on their site for the last few seasons, bringing the front row experience to our living rooms...but this was on another level!
Oh and the experience didn't end there! Topshop also worked with Facebook to create a 'shoot the show' button allowing an instantaneous sharing experience of favourite looks and an immediate media buzz. Very savvy.
So is this the future? You can be sure that other designers will follow suit with digital experiences come February. But you can guarantee Topshop will have already moved it on. Giving us something we didn't even know was possible.