Le magazine des accessoires de mode

Top Shop


Top Shop

A fashion show accessible via 3D technology

From February 16th to 18th, shoppers at the Oxford Street flagship store in London were able to (re)live the 2014-15 autumn-winter collection show which took place at the Tate Modern gallery during London Fashion Week. Virtual reality goggles made this achievement possible. 


This extensive operation provided fun that clients were not expecting. Using the expertise of the digital agency Inition, Topshop made available Oculus Rift headsets to give a 180° view of the show. If the user looked back, she could access the backstage area; if she looked up, she could see additional content related to the brand and to Fashion Week. And – supreme advantage – the headset provided a view from the famous front row, the best seats in the house, to anyone who tried it on!

But that’s not all. With its decidedly digital approach, Topshop made apparel seen at its fashion show available on its e-commerce site in real time, and posted a huge amount of backstage photos and videos on social networks, from Facebook to Twitter to Instagram.


Want to see the changing room of the future?

After the creation of custom tee-shirts and accessories using touch screens, and Kinect Shops, changing rooms that enable the shopper to try clothes on virtually, the company is no newcomer on the scene.

The brand, which arrived in France this autumn with a corner of Les Galeries Lafayette on Boulevard Hausmann in Paris, has a strong digital strategy, wagering on interactivity and definitively staking its future on the client experience.


Emilie Kremer

Topshop offers its fashion show experience to its clients