You know how London Fashion Week doesn’t always seem that relevant? Sure you like to know what you’re supposed to be wearing some time in the future – short answer: anything sixties, white and crop tops (sorry) – and who’s been sitting next to whom on the front row, but the clothes on the catwalk can seem a bit out of your price bracket/realms of real-life grasp. Well, not any more.
Because the always-canny folk at Topshop have come up with a genius way that you’ll be able to shop the collection – literally as you’re watching it come down the catwalk. So if you like that dress Jourdan Dunn’s wearing (OK, we’re making this up, but Topshop is known for casting ace models), you’ll be able to click onto Topshop.com and get it posted to you next day delivery. Smart, right?
That’s not the only social media coup to come out of Topshop HQ, either. Anyone who posts pics of their fashion spots at London Fashion Week to Instagram with the #TopshopWindow hashtag will be featured live in the windows of Topshop’s Oxford Circus store – and they’ll analyse the street style trends being snapped and shared to change the store’s stock accordingly.
So if white dunagrees are trending on social, then white dunagrees will be highlighted at the front of the store within a few hours, if not minutes. Think of it like shopping street-style in real time.
And no, we have no clue how they’re actually doing that, either. But we like it. More details over on Topshop’s
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This article originally appeared on The Debrief.