Say goodbye to pining for stylish duds: Brit high-street giant Topshop has partnered with Facebook in an exciting one-off venture that will allow online consumers to purchase and customise looks straight from the London Fashion Week catwalk- all why sharing it online.
According to UK newspaper The Guardian, the ground-breaking new technology will not only let customers pre-order new season Topshop Unique pieces as they sidle down the catwalk this Sunday, but for the first time they can choose the colour of the garments, different to those seen in the show.
As well as being able to customise the clothing and have it delivered in six weeks’ time, online shoppers can also purchase the make-up worn by models. What about the cool runway tunes? Yep, you can buy the show's soundtrack too.
Leaving no fashion stone unturned, Facebook engineers have developed a camera button as part of the runway livestream coverage. Ensuring that online friends don’t miss out on the fashion frenzy, users can capture the looks they love and share the images.
Facebook vice-president and managing director Joanna Shields said of the new Topshop collaboration:
"Fashion enthusiasts are sharing the things they love on Facebook more than ever. This is where the conversation happens, it’s among friends and its where great brands need to engage."
While the idea of buying looks straight off the runway is nothing new – luxury online store Moda Operandi is based on the idea – the notion that consumers will be shopping, designing and sharing fashion in real-time is pretty mind-blowing. A thought not lost on Topshop chief marketing editor, 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," says Cooke, "It's social, it's commerce and it's entertainment all rolled into one."