The live streaming of catwalk shows is becoming an increasingly popular move. Names such as Alexander Mcqueen and Burberry all stream collections to a wider audience. Topshop and Google have decided to take things a leap further. For the live broadcast of Topshop Unique, not only will online viewers see the collection from a front row perspective, but from that of the models themselves. Cara Delvingne and Jourdan Dunn are to have micro-HD cameras installed into their garments as they head down the catwalk and quick-change backstage, for a wholesome fashion show experience. While watching this, viewers can ‘Shoot and Share’ personal screenshots of the show to social media networks.
Afterwards, Google’s ‘Hangouts’ app will allow the public to converse with designers and editors about thoughts and opinions on the show. Justin Cooke, chief marketing director of Topshop says that ”Consumers will again be able to download the music, buy the nail polish the models are wearing and click on the clothes to recolour them and pre-order them.” Potential buyers can also even take charge of the curation of their Topshop Unique orders using the Topshop for iPhone app.
When questioned on the inspiration behind the digital movement, Cooke said he wanted “to connect with the emotional side of the show.”
As the cost of showing a collection rises, could this mean a revolution in the way we watch fashion week?
Topshop Unique A/W 13 takes place this Sunday (17th February) at 3pm and will be streamed live on Google+, Youtube, and Topshop.com.