Over the past several years, e-commerce sites like Moda Operandi have made it possible to order designer clothes the instant they hit runways—but for its Spring 2013 outing, Topshop‘s taking things in-house.
The UK-based brand has partnered with Facebook to launch its first-ever live "Customization of the Catwalk." Viewers of Topshop Unique’s September 13 livestream on Topshop.com will be able to instantly pre-order their favorite looks—but not before having the option to change the color of select pieces. All the makeup used for the show will be shoppable, too, with delivery in just 48 hours. And throughout the runway show, you’ll be able to "shoot the show," clicking the screen to capture your favorite looks just like the front-rowers.
“This show is all about the customer and creating what we call ‘social entertainment’ around our product," said Topshop’s chief marketing officer Justin Cooke. "We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one."
Check out the clip below for a preview of how this new technology will work. And don’t forget to tune in to Topshop.com on September 13 at 10 am EST to see—and shop—the show.
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