Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Topshop is determined to make its London Fashion Week livestream a social event. Not only will it be viewable across the globe, but images from the show will be all over the internet thanks to a robust social media plan. The brand has recruited five stylish Instagrammers to share their Topshop Unique's SS15 show experience, with their photos feeding directly to Topshop.com.
Meanwhile, Instagram users anywhere can use the hashtag #TOPSHOPWINDOW to become part of Topshop's Fashion Week content. They could even be included in the window of Topshop's flagship London store, where a triple-screen installation will be set up to showcase imagery by Topshop's team of Instagrammers as well as shoppers. The Topshop Unique show will also be streamed to the window. With all this Instagram love, Topshop isn't leaving out Facebook. Following the Topshop Unique SS15 runway show, looks will debut on directly on Facebook, in what the brand says is a fashion week first.
As if that wasn't enough, Topshop is also working the "shop the runway" angle. Per a press release, "six pieces from the collection will be on sale in the Oxford Circus store immediately following the show, and orders from TOPSHOP.com will be delivered in a matter of days."
Tune in on Sunday at 10am ET, when we'll post the livestream of the London Fashion Week runway show.
· Meet the Instagrammers [Topshop]
· Topshop's Expansion Continues With a Store in 'the Perfect Mall' [Racked]