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Topshop, Google+ Team Up

The brand’s fans and customers will be given unprecedented access thanks to a new partnership called ‘The Future of the Fashion Show.’

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LONDON — When the curtain goes up on the Topshop Unique show on Sunday, the brand’s fans and customers will be given unprecedented access thanks to a new partnership with Google+ called ‘The Future of the Fashion Show.’

Making the most of all of Google’s platforms, visitors to Topshop.com will be able to access every aspect of the show from the perspective of a model, buyer, designer, make-up artist or celebrity. And everything from the make-up to the music will be available instantly.

Tiny HD cameras placed on models Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good will provide ‘Model Cam’, the first ever real-time runway camera on a model, giving users a sense of what it’s like to stride down a runway towards the flashing camera pit, in front of celebrities, buyers and the world’s press.

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The Topshop YouTube channel has been customized to allow it to receive a live feed. On show day, the brand will host a red-carpet hangout on air which will be live streamed on Google+ and YouTube, allowing users to experience the hype as the world’s editors and celebrities arrive. YouTube vloggers with millions of subscribers will also host this as live entertainment.

Using Google+’s ‘Hangout’ technology, viewers can log on to cameras in Topshop’s London headquarters to get a behind-the-scenes look at the creative process in the lead-up to the show, and pose questions to the design team.

After the show, a specially created Be The Buyer app allows fans to create their own mood boards mixing together their favorite pieces on the runway to create and share their own looks. There will also be video content from International buyers and Topshop’s in house team offering tips to aspiring young buyers or fashion enthusiasts.

At the shop’s Oxford Circus flagship store, a one-off Google+ animated photobooth will enable shoppers to try on looks and have their picture instantly uploaded in an interactive digital window as well as on Topshop’s Google+ page. The window will also livestream the show and all events.

Viewers can take a closer look at the Tanks at the Tate Modern, Topshop’s new show venue, using Google’s 3D streetmap technology to access the showspace and see inside the gallery’s collections.

On Google+, which is said to be the fastest growing social network site, there will be curated content around the show, including a ‘Road to the Runway’ digital diary that charts the progress of Delevingne, Dunn, Good and Tapner from fittings to first exit. And there’s a chance for ultra-engaged fans to win tickets to the show by following clues on Google+ and YouTube.