We'll be live streaming the show on Sept. 16, but viewers of the stream on Topshop.com will be able to change the colors of selected pieces of merchandise. They'll also be able to preorder their versions of those products and share their favorite moments with Facebook friends via a "shoot the show" button developed by the social media platform's engineers. "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. "It's social, it's commerce and it's entertainment all rolled into one."
Topshop isn't the only brand that's making a heavy investment in social and digital media. Prabal Gurung's ICB, See by Chloé, and Pierre Balmain all staged online fashion shows this week. Nicole Miller became the first fashion designer to answer fan's questions through VYou, a video platform, just last month. Lacoste joined the small pantheon of fashion brands with over 10 million Facebook "likes" in August.
But none of those brands has engaged with its fans the way Topshop will this weekend. A preview of what's in store in the video below.